In the world of business, a clear sense of direction and purpose can mean the difference between thriving and merely surviving. Yet, as Clare Treston, an experienced strategic planner, has discovered, a staggering 90% of companies are missing a crucial element – “The Where and The Why.”
Graham Bell, a seasoned Business Coach at Bell Management Consultants, sheds light on this issue. “I would say 10% of business owners know where they are going and why they’re going there, with a clear vision and a sense of purpose,” he explains. “Even fewer have effectively communicated this vision to their team. Many might have a vague idea or speak of a linear progression based on past events, rather than a compelling vision of their future.”
Joe Ippolito, a Business Advisor at Sharp Business Acumen, echoes this sentiment. “If you were to ask them,” Joe suggests, “about 80% would claim to know, but upon closer examination, perhaps only 20% genuinely possess that clarity.”
Juli Forrest, Business Coach at Araleigh Business Growth, adds “Most business owners don’t even realise that they need strategic planning.”
Jeremy Barker, Business Coach from Allus Ventures, reinforces this perspective. “Many business owners are unaware of the necessity for strategic planning,” Jeremy remarks. “They may not realise that involving an external facilitator with a fresh yet experienced viewpoint can be invaluable.”
So, what is “The Where and The Why”? Clare Treston explains, “It’s the fusion of a clear Moonshot goal and Vision (The Where) with a well-defined Purpose and set of Values (The Why). Many business owners may have a vague concept in their minds, but they’ve never put it into words or shared it with their team.”
The Where and The Why represents the essence of strategy, serving as a catalyst for positive change. When an entire team comprehends and embraces where the company is headed and why, it ignites a potent sense of engagement and alignment. It’s not merely about having a plan; it’s about kindling a collective sense of purpose and direction.
“We emphasise clear and concise communication that empowers the entire team,” Clare continues. “We use the analogy of the moon landing to help teams envision their ‘Where’ and ‘Why.’ The moon represents their destination, their Moonshot goal, and their Purpose acts as the rocket fuel propelling them there.”
The results for companies equipped with a clear ‘Where’ and ‘Why’ are impressive, with an average 17% increase in revenue and a 35% boost in workplace culture within just eight months.
Interestingly, many small and medium-sized enterprise (SME) owners cite a lack of time as the primary reason for avoiding strategic planning. Clare notes, “Ironically, having a strong Strategic Plan leads to significant time and resource savings. Investing one day in planning yields a happier team and a more successful business.”
Once teams embrace The Where and The Why, they report increased energy, focus, and direction. Clare observes, “Teams with The Where and The Why tend to achieve their Moonshot goals much faster than anticipated, often in half the estimated time. Just having the entire team aligned on Where they’re headed and Why sparks creativity and ‘what if?’ conversations.”
As businesses evolve in an ever-changing landscape, straightforward, practical, and team-centric strategic planning remains indispensable for long-term success. The Where and The Why emerges as a proven methodology for unlocking hidden potential and propelling teams toward their loftiest aspirations.
It’s evident that The Where and The Why is the missing piece of the puzzle for countless businesses, and its integration could be the key to unlocking a world of untapped opportunities.