fbpx
Don't miss our upcoming webinars. Check them now

Corporate strategy: Your company vision & goals

How do you create a corporate strategy that points your business in the right direction, resonates with your customers' goals and inspires?
Corporate strategy, company vision and customers' goals

Your corporate strategy and vision should reflect your customers’ goals.

A lot has been written about how to find the vision, mission and purpose of a company.

We argue the only vision that really matters is the one your most valuable customers can get excited by. 

Too many corporate vision exercises end in waffle that buyers struggle to relate to, such as promising to change the future of X, or reinvent Y.

Our process is different

Armed with a BS detector, we explore how the vision of the company (in whatever form it’s communicated) resonates with the target customers.  

A simple way to look at it is in this handy venn.

Ask: what do you want to see in the world that your prospects would like to see too?

Linkedin wants to connect the world’s professionals to make them more productive and successful. Which professional wouldn’t want those two things.

State a vision (something you’re working to) and then detail goal(s) to achieve. Make them tangible, measurable, timed outcomes you need to deliver to get you each step of the way there. 

Tesla wants to accelerate the advent of sustainable transport (their vision) by bringing compelling mass-market electric cars to market as soon as possible (their timed-ish goal).

They use the word Mission for all of this. But we prefer to create an exciting vision for the future and then list ‘goals’ as the way to achieve it because everyone knows what goals are. 

Insights to guide your corporate strategy and your vision

How do you know if customers and prospects want what you want? How do you know your customers’ goals?

Ask them. We always conduct one-to-one interviews to gather fresh insights for positioning B2B businesses. We use industry data, customer surveys, sales call transcripts and other sources too. But the richest, most valuable source of new insight is from prospects and customers.

So the Vision isn’t the start of the process (even though we capture it from founders first). It’s actually one of the last. The Vision has to evolve to meet the needs of the market while still being something you strongly, passionately believe in. 

This is counter to the common belief that the founder’s Vision is sacred. For most investors, making money is sacred. So the Vision should be commercially viable and tested. We help founders evolve their Vision — to ensure it’s pointing the business in the right direction.

Listen to the full episode below

Ready to align your corporate strategy with your customers’ goals and inspire? Contact us.

Was this article useful?
You might also like
Primary market research: Alternatives and workarounds in the buying journey
Your prospects are using all kinds of tools and methods to deliver their Jobs to be Done. Understand these and…
Discover the job buyers are hiring you for and increase customer satisfaction
Don't use generic 'truths' that lead to boring marketing; discover what job buyers are hiring for and increase customer satisfaction
Market segmentation: Building a customer development methodology
Discover how to optimize market segmentation and create value propositions with effective customer development strategies.
Your credibility to partners increases b2b sales
Find out how our Credibility Audit can boost your business's trustworthiness and your credibility to partners, and increase your b2b…
Leveraging primary research to de-risk your business for investors
Discover how primary research can de-risk your business for investors, enhancing your startup's appeal and credibility.

Related Posts

Primary market research: Alternatives and workarounds in the buying journey

Your prospects are using all kinds of tools and methods to deliver their Jobs to be Done. Understand these and…

Discover the job buyers are hiring you for and increase customer satisfaction

Don't use generic 'truths' that lead to boring marketing; discover what job buyers are hiring for and increase customer satisfaction

Market segmentation: Building a customer development methodology

Discover how to optimize market segmentation and create value propositions with effective customer development strategies.

Your credibility to partners increases b2b sales

Find out how our Credibility Audit can boost your business's trustworthiness and your credibility to partners, and increase your b2b…

Leveraging primary research to de-risk your business for investors

Discover how primary research can de-risk your business for investors, enhancing your startup's appeal and credibility.

Identifying and overcoming invisible barriers to organizational growth

Explore how to identify and overcome invisible barriers to organizational growth with insights from Fergus Hay of Elysian Fields.
What I liked:
What I would like more