As a business coach working with owners who feel the pressure of running daily operations, I consistently see one issue: not enough time is spent working on the business. The strategic view is often neglected. In my coaching engagements, guiding clients through these seven foundational questions sparks clarity—and drives momentum toward a documented, actionable strategy.
1. Why does your business exist? (Mission)
Your mission is more than words—it’s the heartbeat of your business. Craft a concise mission statement (a short paragraph or even a couple of sentences) that clearly answers: What do you do, whom do you serve, and why does it matter? This mission becomes your internal compass and your external message. Keep it simple and aligned with your purpose. A strong mission statement boosts alignment across the organization.
2. Where do you want to be in 5–10 years? (Vision)
Your vision statement should reflect your long‑term destination—what the business looks like when it’s fully realized. Consider growth metrics, expanded capabilities, geographic reach, team culture, and operational excellence. A compelling vision guides goal-setting and provides a motivational target to pursue .
3. What values and culture will define how you get there?
Strategy without clarity on values and culture is ineffective. Define your core principles—such as integrity, innovation, or accountability—that will guide behaviors and decisions. These values shape everyday actions and reinforce your mission and vision.
4. What are your 5–8 strategic goals?
Identify key outcome areas that will move you toward your vision. These are long‑range goals—examples include market share expansion, operational efficiency, new product/service introduction, or leadership development. Limiting yourself to 5–8 goals provides focus without overwhelming your team .
5. What hurdles stand in your way? (SWOT analysis)
To reach your goals, you must overcome internal weaknesses and external threats—and leverage strengths and opportunities. Performing a SWOT analysis reveals where your focus and resources are needed most.
6. What are your core strategies?
Here, define how you will tackle each strategic goal using targeted tactics across key business functions—sales, marketing, finance, HR, operations, etc. For example: “Increase lead generation by 30% through SEO and partnerships” or “Implement monthly financial pulse reviews to improve margin control.”
7. What are the specific tactics, milestones, and timelines?
Break strategies into concrete actions with owners and deadlines. Build accountability with key metrics and scheduled reviews. Be ready to recalibrate if tactics don’t deliver. A plan without milestones and flexibility is at risk of stalling .
Putting It All Together
Answering these questions gives you a strategic roadmap—from purpose and vision to goals, strategies, and action. Celebrating milestones along the way reinforces momentum and commitment.
