Leadership

Vision, Identity, Core Values, & Goals

About

A strong Vision defines a company’s identity, purpose, and direction—its "who," "why," "what," and "where"—acting as a guiding North Star. Core values shape culture and decision-making, helping to attract and retain the right people. A compelling identity motivates teams and attracts customers, while clear goals provide measurable targets that ensure the company consistently moves forward. Regularly revisiting and sharing this Vision ensures alignment at all levels.

Goal

Have a documented Vision that is understood, embraced by all team members, and shared with everyone interacting with the organization.

Tips

Define Core Values

Establish 3-7 fundamental principles that guide your company’s culture and decision-making. Use these values as a filter for hiring, coaching, and aligning your team with shared goals.

Clarify Your Identity

Clearly define your company’s core 'Why'—the reason it exists. Ensure this identity drives everything you do, inspiring your team and attracting customers.

Set Clear Goals

Break down long-term (10-year), medium-term (2-5-year), & short-term (1-year, 90-day) goals. Use 90-day goals (Rocks) to maintain focus, accountability, and measurable progress.

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