From Here to Where?
This article is part of Finding the Words, a newsletter that delivers practical insights on the day’s issues.
In late 2007, as oil prices were spiking, I found myself aptly working on a project to break America's addiction to oil. The Progressive Automotive X PRIZE (hosted by the X PRIZE Foundation) was launched with a single target: to incentivize the development of super-fuel-efficient vehicles (100MPGe) by inventors, entrepreneurs, and established automakers from around the world who entered the $10M prize purse competition.
The three-year strategy resulted in dozens of new technologies and directly influenced consumer behavior about fuel-efficient vehicles. It was a thrill to be involved in that work, as each member of the team played an essential part in the prize's success. While we had our own distinct roles, we were all aiming for the same, well-defined target.
When it comes to solving sticky problems or advancing strategic plans, the target really does matter. Plans thrive or die based on their focus. The more focused a plan is, the more likely people will feel connected to and invested in its success.
As I've learned well over the years, that kind of focus is hardly the norm in strategic planning processes. I've lost count of the times that executives have called to tell me their once-grand strategy had been relegated to a shelf, too big or too unwieldy to manage.
“We built a plan that was too big for us.”
“We didn’t take into account the true capacity of our team.”
“We didn’t spend enough time thinking about what we were really solving for—or when we'd be able to claim plan completion."
Here at Mission Partners, we’re currently counseling several organizations through the process, each from its own unique set of circumstances. As we guide each organization through the process of focus and alignment, we’ll ask a series of probing questions to ensure that the plans we help develop are rightsized from the start, with clear and focused targets that teams can rally behind.
Why does that target matter so much? As my friends at X PRIZE taught me years ago, "Without a target, you'll miss it every time."
If you're entering your own season of planning or looking to focus your team around a shared target, here are a few questions for you to consider:
What Are We Solving For? Take the necessary time to understand and articulate what this strategy is designed to achieve and how you will know when you've reached the desired outcome. The more focused, the better.
What Do We Stand For? Surprisingly, most people have an easier time answering “what are you against?” even though the answer to the first question is at the heart of your organization’s purpose and values. Once you know what you collectively stand for, you'll have a sturdy framework on which to make all future decisions about the strategy.
Who’s Our Most Important Customer? If you want your plan to stick, take the time to understand your customers and build a strategy that keeps you accountable to them. And never underestimate the importance of engaging your end user in the process of identifying (and sometimes uncovering) your target.
Where Do Others See Our Greatest Value? Before you announce your ambitious plan, stress test it with enough people at least one step removed from your organization to uncover possible weaknesses or gaps in your model. You’ll likely find that their perspectives contain some of the most essential insights needed to help you be successful in the advancement of your strategy.
As we've learned well over the years, any strategic planning process—from launching a prize to setting an organization up for its next five years of impact—requires a fierce commitment to focus, a shared understanding of the goal, and a collective commitment to the target.
Because without that target, you will indeed miss it every time.
This post is part of the Finding The Words column, a series published every Wednesday that delivers a dose of communication insights direct to your inbox. If you like what you read, we hope you’ll subscribe to ensure you receive this each week.
