The starting point of strategic intent is the vision of the organization. Vision articulates a clear and compelling picture of where the organization wants to be in the long term, serving as the foundation for strategic intent. It outlines the organization's purpose and aspirations for the future, providing a sense of direction that guides all subsequent strategic planning and goal setting
. Strategic intent builds on this vision by defining an ambitious and aspirational long-term goal that stretches the organization's capabilities and focuses on achieving a competitive advantage. It transforms the vision into a purposeful plan that aligns the organization's mission, business definition, business model, and measurable goals and objectives
. In summary:
- Vision is the starting point, representing the organization's desired future state.
- Strategic intent then articulates this vision into a focused, aspirational, and motivating long-term goal that drives the organization forward
