The Collective Ambition Compass Worksheet

Transcription

1 Shaping and implementing your company s Collective Ambition is a long-term process and requires the engagement of numerous stakeholders inside of the company. A first step is drafting your company s particulars into the Collective Ambition Compass. This worksheet is intended to help you complete this first step of the process. Copyright 2010 Doug Ready Douglas A. Ready

2 Keyword Definitions for the Collective Ambition Compass Purpose: A company s purpose is its reason for being. Some companies may call this their mission. Think of purpose as why we exist as a company. Our purpose is to make significant contributions that improve health and well being around the world. Vision: A company s vision is its aspiration for what it hopes to achieve. Think of this as what big goals do we want to accomplish? Our vision is to be the premier biopharmaceutical company in the world and a leading provider of nutrition services. Tangible Targets for the Vision: Tangible targets are the various accomplishments that help a company define success in realizing its vision. The tangible targets that define success in realizing our vision are: to be #1 in Europe; #1 in North America; in the top 3 in China and India; #1 in patents; and to be the preferred partner with major teaching hospitals. Strategic & Operational Priorities: Strategic and operational priorities are the choices a company must focus on in order to succeed in fulfilling the vision. This can include what to do more of, what to do less of, what to do differently, and what to stop doing. The strategic & operational priorities we need to focus on to succeed in fulfilling the vision are: reduce costs by 2% year-on-year in our core operations; achieve double-digit revenue growth in key emerging markets; improve cycle time in new product roll-outs by 5% in stage three development; consolidate IT systems around the world by adopting a single platform. Douglas A. Ready

3 Brand Promise: A company s brand is a promise concerning the experience that will be delivered to a company s stakeholders, including: customers, communities, prospective employees, shareholders, etc. Our brand promise is teaming up for a healthier world. For communities that means we ll work with you to better understand how our business impacts your community, both positively and negatively. To prospective employees, our brand promise means that you can expect to work collaboratively to address major health challenges throughout the world. Values: A company s values are the non-negotiables concerning what it stands for and how it expects people to behave inside the organization. Some companies may refer to these nonnegotiables as their guiding principles. Our values are integrity, transparency, collaboration and innovation. This means that our products will be sold with complete integrity and transparency. In addition, we will work together to provide the most innovative and cost-effective products for our customers around the world. Leader Behaviors: Leader behaviors are how leaders must act in order to succeed in executing the company s strategic and operational priorities, deliver the brand promise, and create the right organizational climate all in support of the company s vision and purpose. Our desired leader behaviors are: teaming across boundaries of all kinds; respect for individuals and their varied contributions; an edge to succeed beyond what s expected; and capacity to adapt to unfamiliar situations. Douglas A. Ready

4 Draft Your Company s Collective Ambition My Company s Purpose ( why we exist ): My Company s Vision ( what big goals do we want to accomplish? ): My Company s Tangible Targets for the Vision ( success in achieving the vision will be defined by these things ): My Company s Strategic & Operational Priorities ( what we need to focus on ) Douglas A. Ready

5 My Company s Brand ( what experience(s) we ll deliver ): My Company s Brand Promises ( what we promise to various stakeholders ): My Company s Values or Principles ( what is core to building our desired organizational climate ): My Company s Leader Behaviors ( the leadership behaviors we value ): Douglas A. Ready