Vous êtes sur la page 1sur 12

Your Strategic Purpose

Creating Impact

Money

Marketing

Management

Leadership Lead Generation Lead Conversion Client Fulfillment

Your Strategic Purpose


Creating 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, its about experiencing means.
Michael Gerber, founder of E-Myth Worldwide

Definition
Your businesss Strategic Purpose is the impact you want it to have on all your companys constituencies your customers, your employees, your vendors, your lenders, and, if appropriate, your investors. It is the experience of your business that you want them to have whenever they come into contact with it.

Key Points
Your Strategic Purpose will bring life to your business 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.

Benchmarks for Creating Your Strategic Purpose


Create an Experience of Impact Describe the Feelings Describe the Impact Create an Impact Statement for Each Constituency Create Your Businesss Strategic Purpose

A Business Development Publication of

E-Myth Worldwide
Putting the Pieces Together
Santa Rosa, California, USA

TM

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Page 1

Your Strategic Purpose


Creating Impact
The most productive business planning is not thinking about ends, its about experiencing means.
Michael Gerber, founder of E-Myth Worldwide

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. Its 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 its 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 shape the things you choose to do. You wont find your Strategic Purpose by thinking. Head-centered planning wont get you there. To find the Strategic Purpose of your business, youre going to have to leave your head behind and engage in heartcentered 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 the world? 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 investorsto have? Once you can identify your companys Strategic Purpose, which will be your purpose for your business, you can begin to use it to motivate and shape all your planning. Its similar to the way you
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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

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 its complete. And just as you always go back to your Primary Aim and Strategic Objective to regenerate your commitment to your business, youll 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 businesss Strategic Purpose is a simple statement of intent or desire. But while your Primary Aim is a matter of internal discovery, your companys Strategic Purpose is consciously constructed to provide the why for the what of your business vision. As you begin to imagine the impact you want your business to have on your constituencies the people who mean something important to your businessyoull be able to experience the result you want your business to have. Thats the purpose of the process. To seeto feelthe 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 doesntyet. 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 youll feel knowing your business has the impact you desire, and enjoy the pride, the satisfaction, the pleasure, the sense of accomplishment youll get from anticipating it. Its in your experience of achieving your goal before it happens that youll find the passion that will generate the energy for the journey. When you complete your Strategic Purpose, youll be able to use it to shape the results you intend for each center of management attention, and to determine if your planned actions are true to your businesss ultimate purpose. In the months and years ahead, youll be able to go back to your Strategic Purpose to shape your plans and to regenerate your commitment to the plans that you make. Your Primary Aim, your Strategic Objective, and your Strategic Purpose 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 businesss Strategic Purpose. Remember, do steps one through four for each of your constituencies, then do step five for your community and the world at large:

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 3

Benchmarks for Creating Your Strategic Purpose


Create an Experience of Impact Describe the Feelings Describe the Impact Create an Impact Statement for Each Constituency Create Your Businesss Strategic Purpose

Create an experience of the kind of impact you want your business to have. Using Part One of the Impact Worksheets in the back of this booklet, choose a scenario and describe the impact youd like your business to have on each of your constituencies.

1 2 3 4 5

Describe the feelings your scenario evokes. Using Part Two of the Impact Worksheets, list the feelings you experienced as you envision your business in this light. Describe the impact on your constituencies. Using Part Three of the Impact Worksheets, describe the thoughts and feelings your business created in the people in your scenario.

Create an impact statement for each of your constituencies. Using Part Four of the Impact Worksheets, choose those feelings and experiences you most want each of your businesss constituencies to have when they come into contact with your business, and write a simple I Want statement that describes the impact you want to have on each one of them. Create your businesss Strategic Purpose. Using the Strategic Purpose worksheet, find the common thread that runs through the impact statements for your constituencies and create a Strategic Purpose statement that expresses the experience you want your community at large to have of your business.

Bringing It All Back Home


Business planning is usually described as a series of logical steps toward a quantifiable goal, and thats true. Nothing can replace the objectivity and analysis that good business planning provides. But logic alone wont create a business plan that always works. The only business plan that really worksthat will always workis the plan that youll do. So while logic and thinking give you programs with clear benchmarks and action plans, feeling will lead you, as nothing else can, to purpose and commitment. Your companys Strategic Purpose is key to growing your business because it defines the true impact you want it to have. So whether youre looking for more size, more quality, or more satisfaction, your Strategic Purpose will give you both a tool to shape the steps you take and the vision to create the path you choose.

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 5

Worksheets

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 7

Customer Impact Worksheet


Part 1:
I

Choose one of the following:

I I

Create the press release about your companys latest accomplishment youd be most proud to send to your customers. Create and describe the award youd most like your company to receive from your customers. Describe the conversation youd 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...

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 8

Vendor Impact Worksheet


Part 1:
I

Choose one of the following:

I I

Create the press release about your companys latest accomplishment youd be most proud to send to your vendors. Create and describe the award youd most like your company to receive from your vendors. Describe the conversation youd most like to overhear between two of your vendors.

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 vendors feel...

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 9

Lender Impact Worksheet


Part 1:
I

Choose one of the following:

I I

Create the press release about your companys latest accomplishment youd be most proud to send to your lenders. Create and describe the award youd most like your company to receive from your lenders. Describe the conversation youd most like to overhear between two of your lenders.

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 lenders feel...

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 10

Investor Impact Worksheet


Part 1:
I

Choose one of the following:

I I

Create the press release about your companys latest accomplishment youd be most proud to send to your investors. Create and describe the award youd most like your company to receive from your investors. Describe the conversation youd most like to overhear between two of your investors.

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 investors feel...

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 11

Employee Impact Worksheet


Part 1:
I

Choose one of the following:

I I

Create the press release about your companys latest accomplishment youd be most proud to send to your employees. Create and describe the award youd most like your company to receive from your employees. Describe the conversation youd most like to overhear between two of your employees.

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 employees feel...

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! Supplemental Module: Effective Leadership and Communication Skills Business Development Process: 1SUP-L02

Your Strategic Purpose


Page 12

Strategic Purpose Worksheet


Drawing on the desires youve 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.

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.