Strategic planning. We dread the term. I get it, but it’s not really as scary or nebulous as it seems.
What does it mean? Well, strategic planning simply means a process by which we set goals, objectives, and outcomes.
An example of a goal could be the following: ‘I want to secure corporate sponsors for my nonprofit.’
Examples of objectives to reach this goal could range from the creation of agency brochures and solicitation letters to a prospect list.
An outcome example could be $20,000 raised by the end of 2018.
See, not so bad, right? Well, this same kind of thought process is needed when it comes to marketing, a core strategic function that is often and mistakenly equated with outputs. Here are some examples.
“I need a new website ASAP!”
“I need a brochure right away!”
“I need a Facebook company page to grow my business!”
Frankly, you may in fact need these things, but you need a plan first. Before you devise a plan, however, you really need to consider who you are as a company. What is your mission? What is your vision? What makes you unique?
What I appreciate about Brand Muffins is that DARCI Creative builds a strategic planning process—or roadmapping—into their various packages. When you build a brand, you need to ask yourself some hard questions that skirt the edges of business and philosophy. Asking “who you are” is essential in this process.
The takeaway here is that you do need a website, but you need a plan to go along with it. Investing your time and money into this process on the front-end will pay dividends in the long run, too.
If you’re not sure whether you need to build a plan, ask yourself what you are trying to do with your business and the outcomes you anticipate from your work. Where will you (the company) be in 5 years? How will you get there?
Strategic planning starts with a very simple question. Who am I? Start with that and see where it takes you.
Rob Levey
Exponential Squared
CEO
Rob Levey is the CEO of Exponential Squared and the mastermind behind helping people and businesses achieve their goals. Rob’s unique and diverse education and professional experience is what drove him to create his own success story in Exponential Squared. We especially love his commitment to act rather than merely advise. Rob will be guest blogging again, so be sure to come back to see what other nuggets of knowledge he shares with us!
