1sup-l02 your strategic purpose

8/13/2019 1SUP-L02 Your Strategic Purpose

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Your Strategic PurposeCreating Impact

SNAPSHOT

Mastery Impact!

Supplemental Module: Effective

Leadership and Communication Skills

Business Development Process: 1SUP-L02

“The most productive business planning is not thinking about ends, it’s about experiencing means.”

– Michael Gerber, founder of E-Myth Worldwide

A Business Development Publication of

E-Myth WorldwideTM

Putting the Pieces Together ®

Santa Rosa, California, USA

Your business’s Strategic

Purpose is the impact you

want it to have on all your

company’s constituencies

—your customers, your

employees, your vendors,

your lenders, and, if appro-

priate, your investors. It is

the experience of your

business that you want

them to have whenever

they come into contact

with it.

Definition

Create an

Experience of Impact

Create Your

Business’s

Strategic Purpose

Describe the

Feelings

Describe the

Impact

Benchmarks for

Creating Your

Strategic Purpose

Create an Impact

Statement forEach Constituency

Your Strategic Purposewill bring life to your busi-

ness planning by shaping

your agenda and creating

the motivation to achieve

it. Your Strategic Purpose

is based upon the feelings

you want to evoke in your

key constituencies.

Key Points

Copyright © 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or trans-mitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storageand retrieval system, without permission in writing from E-Myth Worldwide.



Mastery Impact!

Supplemental Module: Effective Leadership and Communication Skills


Your Strategic PurposeCreatingImpact

What if your business decisions were guided by the impact you

wanted your business to have on your customers, your employees,

your vendors, your lenders? Would you go about your day to day

operations differently? Would it change the way you and your

employees interacted with your customers and clients?

Your Strategic Purpose describes the way you want those key

constituents to experience your business, which in turn guides all

of your business planning. It’s the difference between planning

that works and planning that is never actualized.A plan that works must provide a compelling reason to do the

work to get there, and that has to come from your heart, your

feelings, and from the energy and passion that they produce. A

plan without heart that describes the future is destined to fail

because it’s your feelings that will energize your efforts and fuel

your progress. Your thoughts, alone, as Michael Gerber says,

“die cold and lonely.”

Your planning processes have to have an intention as well as an

objective, a motivating principle as well as a blueprint. It has to

have a strategic purpose to bring life to your agenda and shapethe things you choose to do. You won’t find your Strategic

Purpose by thinking. Head-centered planning won’t get you

there. To find the Strategic Purpose of your business, you’re

going to have to leave your head behind and engage in heart-

centered planning.

Heart-Centered Planning

Creating a design for your business from your heart follows

different rules. The object is to create a feeling rather than a

program, an experience rather than a timetable. The questions

become “What do you want your business to feel like to theworld? What do you want its impact to be? What experience do

you want the world, and, more particularly, your constituencies—

your customers, your employees, your vendors and service

providers, your lenders and, if applicable, your investors—to have?”

Once you can identify your company’s Strategic Purpose, which

will be your purpose for your business, you can begin to use it to

motivate and shape all your planning. It’s similar to the way you

“The most productive business planning is not thinking about ends, it’s about experiencing means.”

– Michael Gerber, founder of E-Myth Worldwide

Page 1

Copyright © 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical,including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.



Mastery Impact!



Your Strategic Purpose

Page 2

search out and use your Primary Aim to clarify your own goals

and inspire your actions, or the way you craft your Strategic

Objective to reflect what you want your business to be when it’s

complete. And just as you always go back to your Primary Aimand Strategic Objective to regenerate your commitment to your

business, you’ll return to your Strategic Purpose to guide your

planning and evaluate your choices in light of the impact you

want your business to have on the world.

Defining Your Strategic Purpose

Like your Primary Aim, your business’s Strategic Purpose is a

simple statement of intent or desire. But while your Primary Aim

is a matter of internal discovery, your company’s Strategic

Purpose is consciously constructed to provide the “why” for the

“what” of your business vision. As you begin to imagine theimpact you want your business to have on your constituencies—

the people who mean something important to your business—you’ll

be able to experience the result you want your business to have.

That’s the purpose of the process. To see—to feel— the purpose

of your business in terms of the impact you most want it to have

on all the people it affects, and even those it doesn’t—yet. To

engage in the process, you have to put yourself in the right frame

of mind. You have to experience the impact you want your

business to have before it even happens. You have to imagine

how you’ll feel knowing your business has the impact you desire,

and enjoy the pride, the satisfaction, the pleasure, the sense of

accomplishment you’ll get from anticipating it. It’s in your

experience of achieving your goal before it happens that you’ll

find the passion that will generate the energy for the journey.

When you complete your Strategic Purpose, you’ll be able to use itto shape the results you intend for each center of managementattention, and to determine if your planned actions are true to your business’s ultimate purpose. In the months and years ahead, you’ll be able to go back to your Strategic Purpose to shape your plansand to regenerate your commitment to the plans that you make.

Your Primary Aim, your Strategic Objective, and your StrategicPurpose will all work together as a wellspring of energy, vision,and motivation when you need them to keep you on track.

Here are the steps to creating your business’s Strategic Purpose.

Remember, do steps one through four for each of your

constituencies, then do step f ive for your community and the

world at large:




Mastery Impact!




Page 5


Worksheets



Mastery Impact!





Customer Impact Worksheet

Part 1: Choose one of the following:

Create the press release about your company’s latest accomplishment you’d be most proud to

send to your customers.

Create and describe the award you’d most like your company to receive from your customers.

Describe the conversation you’d most like to overhear between two of your customers.

Part 2: What were your feelings as you imagined your business in this light?

Part 3: What was the impact your business created on the people in your scenario? What were

they thinking and feeling?

Part 4: Choosing from the feelings that your scenario created in you and in the people you were

describing, complete the following statement:

“I want my business to make my customers feel...”



Vendor Impact Worksheet Part 1: Choose one of the following:

Create the press release about your company’s latest accomplishment you’d be most proud tosend to your vendors.

Create and describe the award you’d most like your company to receive from your vendors.

Describe the conversation you’d most like to overhear between two of your vendors.


Part 3: What was the impact your business created on the people in your scenario?What were they thinking and feeling?



“I want my business to make my vendors feel...”

Mastery Impact!







Mastery Impact!





Investor Impact Worksheet

Part 1: Choose one of the following:


send to your investors.

Create and describe the award you’d most like your company to receive from your investors.

Describe the conversation you’d most like to overhear between two of your investors.


Part 3: What was the impact your business created on the people in your scenario?

What were they thinking and feeling?



“I want my business to make my investors feel...”



Mastery Impact!





Employee Impact Worksheet Part 1: Choose one of the following:


send to your employees.

Create and describe the award you’d most like your company to receive from your employees.

Describe the conversation you’d most like to overhear between two of your employees.


Part 3: What was the impact your business created on the people in your scenario?

What were they thinking and feeling?



“I want my business to make my employees feel...”



Mastery Impact!





Drawing on the desires you’ve expressed for the impact of your business on your constituencies, write

a Strategic Purpose statement that expresses the feelings, perceptions, and expectations you would like

your business to create in the hearts and minds of your community.

Strategic Purpose Worksheet

1sup-l02 your strategic purpose

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