Because the vision is sometimes vague or fragmented, we use goals to bind it together to give it a level of cohesiveness. Because it is made up of hidden but concrete components, a reverse engineering process can be used to understand the vision and formulate the goals. Remember diagramming sentences in English class? Breaking a sentence into components? Diagramming a vision works the same way to determine what is measurable and concrete.
In this case, there are three strategic goals which you can use to lead your business into the bigger one. The strategic goals are:
1. Become the number-one company in one country.
2. Become the national standard company for one country.
3. Build a low-cost, high-quality line of business products that attracts a significant portion of the potential country buying public.
Those three goals inherently include key elements to make his vision a reality. They say a lot and address major elements such as:
- Market position (number-one company)
- General market (Country buying public—great multitudes)
- Targeted market (family)
- Sales territory (One country)
- Industry position (the national standard company)
- Product differentiation (low cost, high quality Of Products)
Just to dream would not make the future happen. There had to be more. You should use the goals to connect your vision with reality. By taking a hard-hitting approach you could make your vision happen. Realism is achieved in your bold goals by looking at the cold, hard facts of your industry and your organization’s situation. Just remember: To gain market share, someone has to give it up. If the market is valuable, your competitors won’t give it up easily. If the market is declining, your competition may readily give you the entire market share you want. Be careful basing great successes on grabbing market share. Your story can become significantly flawed if you base it on size of market share.