The card that allows you to keep the orientation

7 min read

This article has been translated from our English edition.

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The card that allows you to keep the orientation
The card that allows you to keep the orientation


  • Build your vision with the involvement of your team to define the goals of everyone in your company.
  • You are in business to deliver the defined value of your mission to people now and in the future.
  • Put your strategy for the future together with the strategic projects that need to be developed to make them happen.

Successful entrepreneurs often choose to grow their business from small to large. This is an exciting journey, but not without its obstacles. Alongside the financial pressures of scaling, new technologies, new resources, and new ideas emerge that can be overwhelming. How do you navigate pressures, seize promising opportunities, and stay on the path that led to success? We encourage you to create a tool that will serve as a guide and ally, which we will call an alignment map. And it has three sections: the middle, the left side, and the right side.

The center: mission, vision and values

The center is the most important. Here you can write down your company’s mission, vision and values. They take center stage because they define who you are and where your company is headed. Of course, completing this section requires a lot of groundwork, including carefully crafting your mission and having your team involved and involved. The result of this activity will be a statement that will inspire you and your stakeholders to stay on track when the sacrifices are necessary.

Image: Alistair Berg | Getty Images

Next, create your vision with the involvement of your team to define the goals of everyone in your company. And the third element that needs to be grasped at the center is your core values. These are important statements that should be carefully considered as they serve as no-compromise guidelines for the organization.

How these key messages are crafted determines how successfully they guide your way forward. They will have life and purpose if they inspire action across your team.

The left side: processes

You are in business to deliver the defined value of your mission to people now and in the future. The value you offer your customers now is based on the products you sell or the services you offer. These are prepared and delivered through internal processes. Your current processes can include marketing, sales, order entry, production, shipping, delivery, and customer service. That way, you can deliver your company’s value proposition to customers. If these are well designed, you can always deliver value.

You are familiar with these processes and have likely mapped them out from start to finish based on the key steps. Each key step must conform to the specifications you set. When you measure the outcome of the key steps, or even define just one outcome measure for each process, you get key indicators that define the performance of those processes. These indicators belong to the left side of the chart. Your attention to this left page will ensure your continued success in meeting customer expectations.

The right side: projects

The right side of the map will help you stay in line with your market. This is where you place your strategy for the future along with the strategic projects that need to be developed to make them happen. Some of the projects may include: improving or expanding the production and delivery of your products and services; Creating new products and services to respond to the current needs of your customers; or create products for your customers’ future needs. The right side of the card is vital to ensuring your sustainability and continued relevance in the marketplace and encompasses three broad categories: business strategy, support strategy, and strategy to fill gaps.

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Business strategy It’s about identifying the right strategic projects to ensure continuous alignment with your market. To get to the right projects, you need to segment your market and define homogeneous customer groups in terms of their needs and preferences. You also need to determine how your offering differs from the competition for each segment. Segmentation and differentiation, while key elements of your plan, need to be complemented by a clear understanding of your reality. these are the strengths, weaknesses, opportunities and threats of each of your segments. When you combine all of this, you can find the best approach.

However, since not all segments are created equal, you cannot afford to invest a lot in each segment. You need to decide which segment will get most of your investment to grow, which segment should be kept the same and which should be abandoned. With the strategic process summarized here, you can identify the right strategic projects based on the analysis of the current market position of each segment and its market attractiveness.

The support strategy includes projects that support the implementation of your business strategy in all segments. This category could include people projects that involve recruitment, training, and compensation. or information technology projects that offer you the right technology for your segments. Digitization projects that use online platforms and ERP (Enterprise Resource Management) projects that create an efficient data warehouse with access by segment also fall into the category of support strategies. Since support projects benefit all segments, they must be their servants, not their guides. This is often the opposite in many organizations.

The closing strategy of gaps refers to projects to create new processes that you need for the future, or projects to redesign processes that you have now that are not suitable for the future. Gap closing approaches can also include acquiring companies that already have the required processes in place, or acquiring companies in your supply chain to strengthen their vertical integration.

Once you have your alignment map in place, you will get clear statements about your purpose or mission, with your vision and core values ​​at the center. Measurement of all key indicators that will keep you on the left side in the business; and strategic projects that build your future on the right side. By keeping this map as a radar and dynamically updating it, you have a powerful alignment tool that will guide you to greater success now and in the future.

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