When I work with clients on creating a strategic plan, the first meeting is focused on developing their goals. Frequently, almost always, the initial answer is "make more money," usually delivered with a "duh" smile.

When pushed to move past "more money," the next set of goals will usually be increase revenue, increase the bottom line, expand, get more business from current clients or, perhaps, increase market share. These are obviously all variations on the "more money" theme. As a matter of fact, without exception (and I've been doing these plans for close to 20 years), the answer is always tied to increasing the bottom line.

Of course, increasing the bottom line is critical, but it's not a particularly strong goal for a strategic plan. Push yourself to think beyond the obvious and generic. What about increasing employee retention by 15 percent from last year a sure sign that people like working for you? What about increasing customer satisfaction, which means your customers are happy and will also probably increase business? How about a goal tied to community service or donations to nonprofits?

Tie goals to success and spend some time defining success for you, your division and your company. Maybe you don't need more money or a larger bottom line. Maybe you need less stress, more time off, increased challenges, new markets to explore, new products or services to sell. Before you commit your goals to paper, take some time to define success. This is different for each company, and can be a combination of personal and private.

Once you have defined success, you are ready to define goals. Understand that the goals still have to be quantifiable and have a timetable, but that if you achieve your goals, you should also achieve your success. Having these two areas of your professional life goals and success working in the same direction should be fulfilling, rewarding and dramatically increase the odds of being successful.

So, take some time, reflect on your life, your job and your business. Come back when you have a tangible definition of success that you can articulate to those around you and use as a platform for developing your business goals.

Scott Harris is the owner of Mustang Marketing, a full-service marketing agency serving Ventura County and the San Fernando Valley for more than 25 years. You can reach Scott at Scott@MustangMktg.com or visit Mustang's website at http://www.MustangMktg.com.

Link:
To create a strategic plan, first define success