02 — Capability · BC-110.10
Strategic Direction
Set the ambition and the handful of choices that define it — which markets, which customers, which ways of winning — so every lower-level plan has something to be consistent with.
- Vision and Mission
- Strategic Choices
In scope
- Purpose and ambition statements
- Where-to-play and how-to-win decisions
- Strategic themes and priorities
Out of scope
- Brand positioning and messaging (see BC-420)
Decomposes into · 3
- BC-110.10.10Vision & Ambition SettingState what the enterprise intends to become over a defined horizon in terms specific enough to be proven wrong later.
- BC-110.10.20Strategic Option EvaluationLay out the credible alternative directions, weigh them against the same criteria and record why the chosen one won.
- BC-110.10.30Strategic Priority SettingReduce the ambition to a short list of themes that will receive attention and money ahead of everything else.