8 Hour Marketing Plan - Session 3: Define Your Purpose

 

Before launching a new product, company or organization you should ask:

• What is the mission or purpose?
• What goals do you want to accomplish with this particular product or service?
• How do my goals fulfill the mission of the company?
• How will you communicate this to the entire organization to make sure everyone is on the same page?

Create a Mission Statement

There are many ways to create a mission statement. It’s always a matter of looking ahead to where you want to be. Brainstorm the things you want to accomplish and be know for. If you have a long list, narrow it down to the 3-5 key things that are most important. If the list is too long it will be hard to focus and fulfill. There are many good things to accomplish, so focus on the best.

If you prefer, you can use the FranklinCovey Mission Builder tool.


Priority vs Urgency

Once you determine your mission you are better able to determine what activities are truly important. Without it you will likely default back to the urgency paradigm of management.

Time-mangement-matrix-mission-daehn.png

Alignment

If you want your organization to go in the same direction, everyone must know and be aligned with the company's mission. (Be sure to read the book for a more detailed explanation).

Orgainzational-alignment-daehn.png

Create a Vision

Mission and vision are often used interchangeably but there is a difference. A Mission is a word statement whereas a Vision is an actual picture of the future. If you are working with a group it can often be easier to have people draw a picture since it is harder to critique. Be sure to go for stick figures and keep it simple unless you are working with fine artists. This exercise can be helpful in the next phase of creating a logo.


Set Goals

Goals are what set you on the path to achieving your mission and vision. There’s a lot of information available about goal setting so I will only advise that you keep them SMART.

SMART-Goals-daehn.png

Communicate

Once you have defined your purpose through your mission, vision and goals, make sure that everyone is on the same page (alignment). How and when you communicate this information is crucial. Make sure you have the proper system in place to communicate with and lead your team.

Course Resources

Book - 7 Keys to Marketing Genius by Michael Daehn

Videos - 7 Keys to Marketing Genius by Michael Daehn

Outline for Marketing Plan by Michael Daehn

Session 3 Checklist

Complete the following before continuing to Session 4:

  • Mission – Refine your team mission statement

  • Vision – Agree on a team vision

  • Goals – Use the worksheet to write 1 short term and 1 long term team goal

  • Alignment – Determine how your team will communicate and stay aligned then schedule time to review mission, vision and goals (PP 44-50)

  • Read 7 Keys to Marketing Genius Key 3 before the next session

Session 3Michael Daehn8 hour marketing plan, marketing, course, start, define your purpose, purpose, session 3