Winning Aspirations in Strategy

Winning Aspirations are a strong desire combined with a high goal. It could be a vision, mission or purpose without the need to define the semantics.

The key to a good winning aspiration is that it specifies that the organization seeks to add value to customers in a sufficiently unique manner that it will do so better than anybody.

To be effective, the winning aspiration needs to be motivational to employees and customers. It should make employees want to come to work excited by the prospect of achieving the stated aspiration and it should contribute to convincing customers that the company is focused on their welfare.

How Winning Aspirations Relate To Goals

Translate your winning aspiration into measurable, time-bound goals that help you keep on the path to achievement of your aspiration.

If it is really hard to come up with goals of this sort, it is likely because your winning aspiration is probably too vague and abstract. It is a signal that it is time to revisit your winning aspiration.

Examples

Starbucks: “Establish Starbucks as the premier purveyor of the finest coffee in the world.”

Asos: “To become the number 1 fashion destination for 20-somethings globally.”

Apple: “To make the best products on earth, and to leave the world better than we found it.”

PayPal: “To build the Web’s most convenient, secure, cost-effective payment solution.”