This document provides definitions for key terms like vision, goals, strategies, and tactics. It explains that a vision is an idea of what the organization should look like and is focused on "where" the organization is headed. Strategies are large-scale plans of action to achieve the vision through a "how." Tactics are specific actions and schedules to fulfill strategies through a "what." The document guides working through exercises to write a vision, break it down into goals, identify strategies through a SWOT analysis, and develop tactics with accountability and reviews to ultimately measure results.

2. FIRST, A FEW DEFINITIONS…
Mission
Vision
Goal
Strategy
Tactic

3. THE VISION
An overriding idea of what the organization
should look like.
A vision is
“WHERE”
as in “Where are we headed?”

4. HOW DOES
YOUR VISION
IMPROVE YOUR
BRAND?
CONSISTENCY
of message and experience.

5. HANDS-ON PRACTICE
Using Worksheet 1:
Write down your vision
Think about the behaviors your employees
should exhibit to “live the vision”
How do you currently engage them?
How could you engage them better?

6. TURN YOUR VISION INTO GOALS

7. HANDS-ON PRACTICE
Using Worksheet 2:
Write down your vision
Break it down into SMART goals

8. DEFINING STRATEGIES
A strategy is the large-scale plan
of action, based on achieving the
vision.
A strategy is a
“HOW.”

9. STRATEGY
A strategy looks at:
the organization,
the competition,
the environment and business climate,
and most importantly, the customer.
A SWOT analysis can be a powerful tool
for directing your strategies!

10. STRATEGY
Look for clues…
In your business plan
In your organization’s strategic plan

11. HANDS-ON PRACTICE
Using Worksheet 3:
Think about strengths, weaknesses,
opportunities, threats you need to consider
when setting strategy
Write in one of the goals from the
previous worksheet
Think of some strategies to reach the goal.
Do another one if you can!

12. DEVELOPING TACTICS
Tactics are the specific actions, sequences of actions, and schedules you will
use to fulfill your strategy.
A tactic is a
“WHAT.”

13. DEVELOPING TACTICS
How do you develop the best tactics?
Resources
Timetable
Interest
Alignment

14. ACCOUNTABILITY
Who should be accountable?
The group member who is the
most invested, is interested,
has resources, has time.

15. HANDS-ON PRACTICE
Using Worksheet 4:
Write in one of the strategies from the
previous worksheet
Think of some tactics you can use to
reach the goal.
Do another one if you can!

16. REVIEWING, CHANGING, ADDING, SUBTRACTING...
Don't be afraid to change your strategies
or tactics in response to internal or
external changes.
Your vision still holds
everything together!

17. RESULTS!
Measure your results
Share your results
Pat yourself on the
back!