Define direction and goals

Clarify the business you want to build and what success means for its owners, customers, and employees. Turn that direction into a small number of specific outcomes, with measurable targets and realistic timeframes.

Decide which goals take priority when they compete, such as growing sales while protecting cash and service quality. Include the immediate results you need and the longer-term strengths you want to develop.

Make the direction clear enough that people can use it when choosing what to work on. These goals should provide a shared basis for decisions and a practical way to recognize progress.