Strategic imperatives should follow a specific format that are created, written, and managed with the following principles in mind:
1. Focus on “What”, leave room for “How”
This is a subtle but important part of articulating Strategic Imperatives. Employees want to be informed of the crucial parts of an association’s strategy and given a clear sense of priorities, but they do not want to be told how to do their jobs. This distinction matters, because if you want the Strategic Imperatives to really drive action, then you need association staff to get on board and work towards the solution themselves.
Focusing on “how” to achieve Strategic Imperatives, is restricting and prevents employees from coming up with the best approach for execution. By putting focus on what needs to be done, rather than how to do it, will produce superior results.
2. Define success but not how success will be achieved
This principle builds on number 1. What success looks like for each Strategic Imperative (SI) must be measurable, and specific, but not overly detailed. However, if SI’s are too vague, then staff cannot envision how they can contribute to a solution.
3. Communication is key, be careful of spin
In fact, SI’s form a key part of communicating an association’s strategy to staff. This is what strategic imperatives are all about – bridging the gap between strategic and operational planning.
Create the initial set of SI’s completely without spin. Once senior management is united behind the intent of the Strategic Imperatives, then a version can be crafted and broadly communicated. You have a key role in ensuring that SI’s are created without spin, until a decision is made to create a communicable version.
During the process of creating Strategic Imperatives, senior leaders can become overly concerned with what people will think or how the imperatives will sound to staff. Do everything you can to prevent this from happening, otherwise the line becomes blurred between what is spin and what the actual intent of the strategic imperative is.
Stay tuned for more principles of strategic imperatives!