Strategic Destination Statements – a real dream of the future

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• July 21, 2010
• Tor Inge Vasshus

Dreams are an important aspect of our lives and keep us moving forward. The same driving forces like dreams can also be applied to business. One concept that I like is the strategic destination statement. In this concept company employees and manager describe the future strategic destination of the business. The destination statement should contain a well-defined picture of the company 3-5 years from now.

Strategic destination statements consist of positional descriptive sentences about things in your control and cover areas such as sales, markets, finance, profit, products, processes, people, competence, and systems. The destination statement represents a future description of the organization if a strategy has been implemented successfully. From the destination statements, you can start working on the company’s strategy map and use it as a basis for selecting the company’s strategic objectives.
Good luck with your destination statements. I know where my destination is Smile.