Strategic Planning: The Importance of a Desired Future State
I was recently wrapping up a “Being Strategic” workshop when an attendee approached me. “I want to implement some of these great tools in my personal life, but I don’t know where to start”. I thought about it for a bit and then told him what I thought was the perfect starting point: your desired future state.
The desired future state is where you set a clear, achievable vision for yourself or your business. We went through this exercise recently at Kwela’s yearly strategic planning session. All of the consultants, including myself, met at a comfortable off-site location and began by asking ourselves how far into the future should we be planning our vision. After a lively discussion, we settled on three years.
Next, we defined a number of categories that we’d like to focus on. We decided on four – 1) customers, marketing and reputation, 2) people, 3) process and 4) products and services. Then, using a SWOT analysis in combination with brainstorming, we defined 3-5 forward-looking goal statements for each category. Some examples were: “we have a streamlined process for proposals including RFP responses” and “there has been a 50% increase from the last 2 years’ average in public workshop revenue”.
We were careful to write our desired future state from the perspective that we had already achieved these objectives at the end of three years. “I will be..” becomes “I am…”. This firmer language makes it all the more real. Where it was possible, we made the goals SMART – specific, measurable, achievable, realistic and time-bound.
The final activity was for us to determine specific actions that could be taken to drive us towards each of these goals. Each consultant put up one idea per sticky note on the wall under each of the categories we had settled on. We then chose the ideas that made the most sense as a group, being careful to assign action owners. At the end of this activity, it was clear to all of us 1) what areas we should focus on, 2) specific goals we’d like to achieve and 3) tangible actions that we’ll pursue to reach these goals in our three-year time frame.
In your personal life, having a clear vision of your desired future state is like having a North Star. It guides your decisions, actions, and priorities. Want to learn Italian, lose 20 pounds, or finally start that alpaca farm? Great! Visualizing your desired future state is the first step. It’s what turns “I wish” into “I am.” It’s also a great way to filter out activities that don’t bring you closer to your goals. You can always ask yourself – does this fit with my desired future state?
In business, the desired future state is equally crucial. It’s the difference between a thriving company and one that’s just surviving. Imagine telling your team, “our goal is to do better.” Better than what? Last year? The competition? Your Aunt Judy’s lemonade stand? Setting a concrete desired future state provides direction and purpose, uniting your team and driving them toward common goals.
So, in summary, whether you’re looking to transform your personal life or take your business to new heights, starting with a clear and compelling desired future state can help you to navigate a brighter tomorrow. It’s the beacon that keeps you focused, the map that guides your journey, and the motivational poster that keeps you going when things get tough (because let’s face it, “hang in there” cat posters are so ’90s!).
Kwela’s Being Strategic workshop, as well as our Strategic Planning facilitation services, can help leaders plan for brighter tomorrows.
Will Ferry, Senior Consultant
willf@kwelaleadership.com
