The winning aspiration: Our compass that drives and align all our future choices

The first question in the strategy cascade - The framework created by Robert L. Martin und A.G. Lafley - is: What is your winning aspiration?

This sets the frame for all other choices in your strategy. A company or a person seek to win and make impact in a particular place and in a particular way.

Think about aspirations as a combined concept of goals setting and purpose.

It is a little bit an abstract concept but the good thing is that we translate it into defined, clear and simple aspirations statements.

Think about aspirations as statements that represents the ideal future. How the ideal future looks like for your business or for your personal development.

A part of the winning aspiration is the purpose — Why the company exists beyond making money —

It brings energy and motivation to everyone involved, including customers.

To start think about your purpose ask these questions:

Why are we in business beyond making money?

How do we want the world to change because of what we do?

A properly designed purpose never changes. It lasts the lifetime of the company. Once you articulate it, you can begin to use it as a compass of your progress. You can build a culture around it.

The part 2 of the winning aspiration is the goals setting. We need some SMART (Specific, Measurable, Achievable, Relevant, Time-Based) goals.

The goals will give us a possibility to measure our progress, reflect on it and make tweaks on them if needed keeping in mind our purpose.

Example of a winning aspiration:

Part 1) Purpose: “increase the accessibility of life-saving equipment for patients in underdeveloped countries.”

Part 2) Goal setting : “Be the market leader in North America, 2 billion dollars in sales and a global share that put the brand among the market leaders.”

Aspirations could be defined and then refined and revised over time. However, it shouldn't change day to day. It should keep its core purpose unchanged. They exist to align the activities within the firm.

Aspirations will drive all the now and future choices.

Takeaways

A definition of the winning aspiration will set the context for the rest of all the strategic decision and choices.

Clarity about the winning aspirations meant that actions at the brand, category, sector and company level were directed at delivering against that ideal.

Choices should fit within and support the firm's aspirations.

Starting withe defining your winning aspirations as a person or as a company could help you build your own strategy with optimum fidelity to your strategic goals.

Defining aspirations could be the first steps that help you define your purpose and set your goals for your personal life development strategy, for your business strategy or for your team strategy.