What’s Your Strategic Intent?

What do you measure everything against?

Summary
Transcript

Shira Miller, chief communications officer at National DCP, explains the idea of strategic intent: “Strategic intent is what you measure everything against; it's this idea supporting where we are going,” says Shira. “When you understand what your strategic intent is, anything is possible because when you are clear about that, everything folds in around it.”

Watch the video to learn more from Shira about strategic intent and what it can do for your organization.

I'm a part of the executive team from our corporation, and there are seven of us. All of the time, when people are coming to me for advice, coaching, communications, brand image, one of the first questions I ask them is, "What is the strategic intent?" Whether it's a communication piece, a launch of a new project. Now the catchphrase in meetings when they start launching something is they look at me and they go, "Strategic intent: Yeah, we know you're going to ask about that.”

Strategic intent is what you measure everything against; it's this idea support where we are going. It might be a great creative notion or a project, but it might not fit for a couple of years, or it might not fit at all, or it might be the best thing since sliced bread for your business. So it's always having the calibration of asking: "Does this make sense? Will it enhance our efforts and help us go to what we're trying to achieve?"

If you're a nonprofit organization, are you trying to raise money from donors? If you are a marketing company, are you trying to become the market leader in a segment? Let's say you want to own advertising in the automotive sector. Is your strategic intent to launch a new line of clothing that look fantastic on people of all shapes and sizes? That's what you go for. It's the essence, that kernel of what your being is and who you're trying to influence.

When you understand what your strategic intent is, anything is possible because when you are clear about that, everything folds in around it. Then you can cascade down: What are the steps you take? What are the actions? What's the budget that you apply to this? But it all starts from understanding where you're going, i.e. strategic intent.
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Shira Miller

An award-winning communications strategist and executive coach, Shira Miller focuses on identifying and developing best-case possibilities for companies and their people. Shira currently serves as chief communications officer at the N...

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