STEAL THIS IDEA

The Strategic
Pyramid
BY MARTY NEUMEIER

Whats the difference between a mission and a vision? Hows a purpose

different from a goal? Does the corporate mission last forever, or does it
change over time? If youre confused about any or all of these, its not your
fault. For two decades, business leaders have tossed these terms around
with reckless abandon, while experts have defined them in ways that seem to
contradict one other.

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SOURCE: ME TASKILLS BY MA RT Y NEUMEIER

Heres a simple model that puts the major concepts of the last 20 years into
a clearly defined hierarchy. The next time you address the top-level drivers
behind your business or brand.

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SOURCE: ME TASKILLS BY MA RT Y NEUMEIER

PURPOSE
The reason
you exist beyond
making money
(never changes)

MISSION

VISION

a master plan
for creating value
(5-20 years)

a shared picture
of mission success
(5-20 years)

GOALS
Short-term objectives that support your mission and vision
(1-5 years)

THE STRATEGIC PYRAMID

LIQUIDAGENCY.COM

SOURCE: ME TASKILLS BY MA RT Y NEUMEIER

Notice in the pyramid that mission and vision are on the same level. Theyre like
unidentical twins that reveal the how and the what of future success. Most
CEOs get this wrong, using mission and vision interchangeably. Also notice that
purpose is on a higher level than both mission and vision. Thats because even
when the mission isnt going well and the vision seems like a mirage, a strong
purpose will keep people coming back to work day after day.
Thats it. Now you can start building a strategy that all your stakeholders
can understand.

LIQUIDAGENCY.COM

SOURCE: ME TASKILLS BY MA RT Y NEUMEIER

Find more Marty Neumeier ideas to steal at

liquidagency.com/blog

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SOURCE: ME TASKILLS BY MA RT Y NEUMEIER