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If you don't know where the goal is...

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This is our third post as part of our strategy series. You can find the first, Strategy vs Tactics here and the second on Audiences here.

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Lewis Carroll said, "if you don't know where you're going, any road will get you there." Where "there" is would be anyone's guess. This might be fun, if you're up for an adventure, but if you're trying to run a successful business or organization, it's a recipe for chasing down a lot of dead ends - or running off the road entirely.
That's why knowing what you want to achieve is so important.

A goal is a long-term proposition. It's a step in achieving your vision - that aspirational dream of success. Examples of vision are:

Microsoft: A computer on every desk and in every home. Wikipedia: A world in which every single person is given free access to the sum of all human knowledge.Oxfam: A world without poverty.Habitat for Humanity: A…