What’s the distinction between Vision and Goals?

 Vision -in a strategic plan is a crystal clear picture that provides strategic direction of where you want your company to be in the future.  

Crystal Clear - "In three years we are the company's top producing region” – with that focus there’s no doubt where they’re headed. (Notice I said “are” not “will be” – more on that later)

No marshmallows -  "to attract customers we will offer superior service"- you’re doing What to attract Whom?

 Goals - Are the action plan of specific accomplishments that fulfills the vision.

Specific Accomplishment – “We will increase sales to Fortune 500 companies 10% each year for the next three years.” That provides sustainable growth.

Marshmallow - "we will raise our sights to improve market share". Really! What does that mean or accomplish?

Any company that has a definite objective and has thought through the means to achieve it is well on the way to success.

Jim is an expert business coach and a respected advisor to management and financial executives. He draws on his long-term business leadership background to help CEOs grow revenue, increase profits, improve performance.