In the last post, we discussed the importance of beginning any planning with business goals.

One option is to find the page in your company's strategic plan, copy those goals into the plan, and write the plan. This works.

A better option is to understand the business goals in depth. I recommend that you answer the following four questions and then schedule some time with your CEO and other leaders to hear their answers. The answers will be help you build a successful plan.

Where are we now?

The answer to this question can be quantitative -- we're No. 4 in the market -- and qualitative -- customers really like our customer service. The answers help you build a strong foundation and baseline.

Why are we here?

This may be the most valuable question of the group. It addresses the constant change and market forces that all businesses face. A company could be where it is because it made good decisions. It could be where it is because a competitor did something remarkable. The answers will often show what additional research you should conduct.

Where can we be?

The answers here set the target at which your plan will aim. The biggest challenge is managing expectations.

How can we get there?

Successful planning and creativity require some boundaries. Boundaries make the plan realistic and palatable to the leadership.

In most cases, the strategic plan defines these boundaries. But you may find some additional insights that clarify the opportunities in front of you.

The results

The sum of your answers gives you a baseline and a target as well as the reasons for your current situation and the parameters for future action. That's a good start for any plan.

About the Author

Brannan Atkinson, APR, is president of Atkinson Public Relations.

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