As we enter the planning season, it’s a great time to reflect on what makes a strategic plan truly effective. Vision statements typically sit at the top of plans, laying out the desired direction for individuals or organizations. For most for-profit businesses, the next step is setting goals—but this approach overlooks a critical element: your values.
You might be thinking, “We’ve never considered values in our planning process before.” If that’s the case, it’s time to start. Why? Because values shape the way you prioritize, execute, and stay aligned with your vision.
Why Values Matter in Strategic Planning
Every strategic plan outlines priorities. But how can you determine what really matters without grounding it in your values? Values aren’t just words on a wall — they guide behavior, decisions, and outcomes.
How to Integrate Values into Your Goals
Start by identifying or revisiting your values before setting any goals. If you need help with this, download my free Core Values Worksheet here.
Let’s assume your values are:
- Respect – for customers, staff, and vendors
- Excellence – in customer service, product quality, and professional development
- Trust – built through honesty, compassion, and dependability
Now, consider these typical goals:
- Increase revenue
- Decrease turnover
- Improve morale
Rather than setting goals in isolation, ask yourself how Respect, Excellence, and Trust shape each one.
- Increase revenue: There are many ways to grow revenue, but you’ll want to reject strategies that compromise respect or undermine trust.
- Decrease turnover: Building trust must be a priority—ensuring it’s embedded in leadership decisions, policies, and day-to-day operations.
- Improve morale: Recognizing excellence—whether from employees, customers, or partners—fosters engagement and elevates morale.
Values: Your Hidden Competitive Advantage
Values do more than guide your internal decisions. They build a strong organizational culture, offer a competitive edge in the marketplace, and can significantly enhance employee engagement — something many organizations struggle with.
If you’re unsure of your core values, take time to define them. Use my worksheet to identify and commit to values that resonate with you or your organization.
Make Values Central to Your Next Plan
From my experience as a strategic planning consultant, I’ve seen firsthand how integrating values drives growth and success. Give them a seat at the table, not just as an afterthought but as a guiding principle in your planning process.
With these insights, I hope you’ll bring your values into your next strategic plan—they’ll give you clarity, alignment, and a stronger foundation for achieving your goals.
Try it – you’ll like it!
Sound familiar? Check out this video for a bit of nostalgia!
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