As we start our journey we need to define and agree the point at which we are starting from. In business this is often the most difficult point to put across to leaders and managers of the business because they see their priority as managing the issues of the day without necessarily considering the issues of tomorrow.

Surprisingly the most difficult question to answer can be “what are we doing and what is our purpose” which when you think about it is a critical question if the business wants to go forward from its current position.

Defining the aim and purpose of the business is the first key step of the journey. This question should not be considered a simple one to be answer by using clever marketing language to form a catchy “mission statement”. To answer this question is to search deep into the business and understand its meaning to its owners, employees and customers. It is only when time has been spent considering this question that a meaningful, relevant and positive mission can be defined as the “strategic intent” of the business – this phrase suggests intent and forward momentum.

There are many techniques for defining the strategic intent of a business but often a simple approach such as a SWOT analysis which can be aligned to a TOWS matrix is a sound starting point and allows every level of a business to contribute, engage with and begin to see the vision of the journey ahead for the business.

Some key issues to consider when defining your strategic intent (mission) are:

• Focus on the now and the future.
• Learn from the past.
• Engage everyone in the business in the process.
• Consider the view of the customers.
• Keep the message short, meaningful and achievable.
• Consider how the success of the message will be measured.
• Ask yourself what you need to change to achieve the intent.

At St Helens Law the Directors have taken account of the above and defined the Company’s strategic intent in June 2007 as:
We at St Helens Law will deliver, without compromise; a quality client focused legal service by using modern technology and respecting the traditional values of the profession.

With the foundation of a strong strategic intent a practice can move to consider how it will implement change and continuous improvement in order to deliver that intent as the foundation of its journey on into the future.

As we start our journey we need to define and agree the point at which we are starting from. In business this is often the most difficult point to put across to leaders and managers of the business because they see their priority as managing the issues of the day without necessarily considering the issues of tomorrow.

Surprisingly the most difficult question to answer can be “what are we doing and what is our purpose” which when you think about it is a critical question if the business wants to go forward from its current position.

Defining the aim and purpose of the business is the first key step of the journey. This question should not be considered a simple one to be answer by using clever marketing language to form a catchy “mission statement”. To answer this question is to search deep into the business and understand its meaning to its owners, employees and customers. It is only when time has been spent considering this question that a meaningful, relevant and positive mission can be defined as the “strategic intent” of the business – this phrase suggests intent and forward momentum.

There are many techniques for defining the strategic intent of a business but often a simple approach such as a SWOT analysis which can be aligned to a TOWS matrix is a sound starting point and allows every level of a business to contribute, engage with and begin to see the vision of the journey ahead for the business.

Some key issues to consider when defining your strategic intent (mission) are:

• Focus on the now and the future.
• Learn from the past.
• Engage everyone in the business in the process.
• Consider the view of the customers.
• Keep the message short, meaningful and achievable.
• Consider how the success of the message will be measured.
• Ask yourself what you need to change to achieve the intent.

At St Helens Law the Directors have taken account of the above and defined the Company’s strategic intent in June 2007 as:
We at St Helens Law will deliver, without compromise; a quality client focused legal service by using modern technology and respecting the traditional values of the profession.

With the foundation of a strong strategic intent a practice can move to consider how it will implement change and continuous improvement in order to deliver that intent as the foundation of its journey on into the future.