strategic planning 101

STRATEGIC PLANNING 101

Robert Lasky | storyspring.com

Strategic planning often feels like a game of chess. We know we

want to get to checkmate, but getting there can be complicated…

even overwhelming.

This brief aims to demystify strategic planning by establishing

shared definitions, clarifying common points of confusion, and to

act as a simple guide.


By the time you’re done reading this (in about 10 minutes), you

should have a clear understanding what the differences are

between the following commonly misunderstood and misused terms:

Goals

Strategies

Objectives

Tactics


1. Goals 2. Strategies 3. Objectives 4. Tactics

STRATEGIC PLANNING IS L IKE A WATERFALL, WITH A SPECIFIC HIERARCHY


Goals are broad outcomes.

e.g. What are you trying to achieve?

GOALS


Strategies are the approaches you will take.

e.g. How will you achieve the goal(s)?

STRATEGIES


Objectives are measurable steps to achieve the strategies

e.g. What are the tasks you need to realize each strategy?

OBJECTIVES


Tactics are tools used to achieve the objectives.

e.g. What will be employed to realize the objectives?

TACTICS


Let’s clear things up with a seemingly complex example…

CONFUSED?


WWII: THE ALLIED PLAN


WWII: THE ALLIED PLAN


We’re only laying out a plan today, not fighting a war.

Let’s start by separating the two theaters…

DON’T PANIC!

Win the war.

GOAL

WWII : THE EUROPEAN THEATER*

Surround Germany and choke off resources to starve its military force.

STRATEGY

Invade France. (This is measurable because you can determine the degree of success).

OBJECTIVE

Ships, planes, soldiers, et. al.

TACTICS

*Adapted from an example originally developed by Wilma Matthews


Win the war.

GOAL

WWII : THE PACIFIC THEATER

Break Imperial Japan’s resolve to force them into unconditional surrender.

STRATEGY

Strike Japan on their soil. (This is measurable because you can determine the degree of success).

OBJECTIVE

Boeing B29, Little Boy, Fat Man.

TACTICS


The Allied goal in both the European and Pacific theaters is the same.

It’s from the strategy onward where they deviate.

Remember, goals are broad outcomes.

DID YOU NOTICE?


Remember, this is tough stuff (if it weren’t, businesses would always get it right).

Strategic planning takes time, and a lot of effort, to master. And it’s only the beginning!

But don’t be intimidated. It all starts with a simple worksheet…

FEELING BETTER?!


STRATEGIC PLANNING WORKSHEET

GOAL

STRATEGY

OBJECTIVE

TACTICS

What are the broad outcomes the company / brand / initiative is trying to achieve?

What is the approach that will be taken to reach your goal(s)?

What are the measurable steps to achieve the strategy?

What tools will be used to realize your objective?


THANK YOU


strategic planning 101

Leadership & Management