Most companies have a mission or vision statement, but these are typically abstract statements that paint a pleasant picture of a possible future. You need an aspiration that gives everyone in your company a clearly defined way to win, so it needs to explain two things: How you will win with customers, and against the competition. Craft an aspiration that is concrete and specific. Spell out what you mean when you say "best" or "world leader." Your aspiration shouldn't be so broad that it could apply to any company in your industry – personalize it to inspire and motivate your employees. It should be about winning in a specific way (e.g. highest customer satisfaction in your industry), rather than in general (e.g. be the best brand). Set a high bar. Without an ambitious aspiration, you'll never win, and someone else will.
Adapted from the
Playing to Win Strategy Toolkit.
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