This is a critical step in the strategic planning process because it involves reaching some level of consensus about what the organization would like to become. This step involves developing an overall vision for the community or organization, a general statement that reflects organizational hopes and aspirations for the future. Ideally, the vision statement should have the power to inspire organization members to pursue their desired futures. Utilizing the vision statement, the next step is to prepare a mission statement, a clear and succinct statement of organizational purpose. Next, for each strategic issue that is identified, strategic planners must develop goals and objectives.
Goals are broad and general descriptions of desired outcomes.
Objectives are specific and measurable targets for accomplishing goals. An objective to help accomplish the goal might be to provide 8 hours of training per quarter for each employee. The next step is to develop the specific action plan, a detailed description of how goals and objectives will be implemented. The more detailed, and action-oriented, the implementation plan, the better. The action plan turns strategic planning into strategic management.