Eliminating noise to establish strategic focus

  1. Purpose — this is the “why” of the organisation (why do we exist?). This message provides the foundation for all other communication efforts, relating not to profit (that’s a result), but rather to why the company was established in the first place, what it was hoping to achieve and the impact it was designed to have. The “why” represents contribution and intended impact.
  2. Picture — the vision of the organisation, its picture of what it wants to look like in the future and the conceptualisation of a future realisation of its brand value. This “big picture” view includes the notion of what it wants to be known for and what it wants to achieve.
  3. Plan — the strategy that is established for the company to reach its goals. Here, the overarching strategy is broken down into departmental goals, mini projects and action steps for measurability purposes.
  4. Part that you have to play — the individual employee’s actions and activities, key result areas and every day responsibilities. What we are expecting from you.



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Jonathan Mills

Jonathan Mills


Jonathan has spent over 30 years focusing his efforts on developing people throughout the world. He believes that people have the most impact when stretched.