Senior managers are responsible for providing a long-term direction for their organizations, while balancing the competing interests of key stakeholders. To accomplish this task, one of the most vital questions a manager can ask and answer is “Who are we?”
A clear understanding of the business identity is the starting point of all strategic planning and management, it provides an anchor for evaluating the effects of planned change and for planning the steps needed to move an organization forward.
Begin with the current identity
When defining the current state of the business, the question “What is our business?” should be answered from three perspectives:
- Who is being satisfied?
- What is being satisfied?
- How are customer needs satisfied?
Think about the future—what will your company become?
Direction setting is not just answering the question “What is our business?” but also requires asking future-based questions like “What will it be?” and “What should it be?”
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