Who Can Think About Strategic Planning at a Time Like This?

The problem with strategic planning is:

• It seems like big company, highbrow academic, theoretical junk, not for small to mediumsized operations.

• It takes too much time, and in the midst of all the industry uncertainty, who's got the time?

• You end up with something that is “nice” but can never be implemented with the costs involved and the amount of change you and your staff would have to endure.

So forget it, right?

No. Just come at it in a whole new way.

To begin, let's clarify some terms. The idea of strategic thinking is no different than mapping a sales or customer service route. As my first sales manager told me back in the day, “You don't want to be a star salesman.” Then he drew five lines on an area map that formed a star.

What it demonstrated was that if I wasn't careful, I'd be zig-zagging all over and spending more time in transit than in front of customers. So the first thing you must do is strategic thinking.

Strategic thinking means deciding where you want to go. That can be defined by how you want to be regarded and who you want to work with (customers, vendors, referral sources, etc.) It can also include the areas you want to work in (products, services, industry segments, as well as geography).

Strategic planning becomes your map to get there. This includes defining objectives, goals, and tactics. Strategic execution is everything necessary to follow the directions and arrive at your destination successfully.

Thinking + planning + execution = greatest probability for success

Start with the Thinking

Assemble the necessary people to assist with brainstorming to plot your course. Do you need some of your key staff involved? Do you need an outside consultant? Can you get information from your state association? Do any of the industry buying groups have information that can help? Does your local chamber of commerce, area college or university have demographics and statistical tools to help?

Next, consider time and place. Can you find a suitable place with minimal distractions where you and your people can escape for two to three days? That's right, it will take at least that initial time commitment to clear your head, understand the process, explore ideas and come up with a plan that makes sense for your business. And one other thing about people: Do you have someone to facilitate the process?