|
Think of the following hierarchy
to demystify vision, strategy, and tactics:
Core Values: Enduring tenets—guiding
principles—to adhere to no matter what mountain you
climb. These never change.
Core Purpose: The underlying
“why” you climb mountains at all.
BHAG: The specific mountain
you are currently trying to climb.
Strategy: The route you intend
to take and the general methods you intend to use to reach
the top of that specific mountain.
Base Camps: Intermediate
objectives to the top of the mountain. If you have a ten-
to thirty-year BHAG, these would be three- to five-year
intermediate goals on the way up the mountain.
Tactics: Specific methods
for climbing the sections of rock and ice that confront
you right now. These would be analogous to detailed annual
plans for getting things done this year on the way to
the five-year goal.
| STARBUCKS
COFFEE COMPANY, 1996 |
|
Core Values
Passion for what we do
Integrity in how we do it
Pride in winning
Respect for our partners
Entrepreneurial spirit
|
Core
Purpose
To provide an uplifting experience that
enriches people’s daily lives. |
BHAG
To build a great, enduring company with one of the
most
recognized and respected brands in the world, known
for
inspiring and nurturing the human spirit. |
|
Strategy
Build the brand one cup at a time, based on three
key ingredients:
the quality of the coffee, our own retail stores,
and selective brand extensions.
Build a powerful economic engine fueled by
customer loyalty to the brand.
|
|
Five-Year Base Camp
2000 stores by the year 2000
|
|