275 lines
8.0 KiB
Markdown
275 lines
8.0 KiB
Markdown
# Lesson 3: Workshop 1 - Business Goals
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**Define What Winning Looks Like**
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---
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## Overview
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Workshop 1 is where you establish the strategic foundation for your entire Trigger Map. You'll define both your aspirational vision and concrete measurable objectives that prove you're succeeding.
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**Duration:** 15-20 minutes
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**Format:** Conversational with Saga
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**Output:** Vision statement + 3-5 strategic objectives
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---
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## Understanding the Two Levels
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Business goals work on two distinct levels:
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### 1. Vision (Visionary Statements)
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**What it is:**
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- Aspirational and motivational
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- Grand ambitions that reflect focus and direction
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- Not exact or measurable
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- Examples: "Be the best," "Fastest in market," "Top of mind"
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**Characteristics:**
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- Easy to set, hard to measure
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- Provides the "why" and emotional drive
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- Inspires and motivates the team
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- Gives direction without rigid constraints
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### 2. Strategic Objectives
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**What it is:**
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- Specific and measurable (expressed using SMART method)
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- Observable evidence that vision is being realized
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- Concrete milestones you can track
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- Examples: "10,000 users by Q4," "70% retention rate"
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**Characteristics:**
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- Harder to set, easy to measure
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- Provides the "what" and accountability
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- Enables progress tracking
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- Creates clear success criteria
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**Why both matter:** Visionary statements provide motivation and direction. Objectives provide accountability and proof of progress. Together they create both inspiration and measurement.
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---
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## The Workshop Flow
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### Step 1: Start with Vision
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**Capture the grand ambition:**
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- What's the aspirational future state?
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- What motivates the team?
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- What's the "why" behind this project?
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- Don't worry about exact measurement yet
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**Example:**
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"Make remote work sustainable and healthy for distributed teams"
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### Step 2: Ask "What Will We Observe?"
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**Bridge from soft to hard goals:**
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- When this vision is being realized, what will we see in the world?
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- What measurable evidence proves we're succeeding?
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- What observable changes indicate progress?
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**This is the critical bridging question** that transforms aspiration into measurable reality.
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**Example:**
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"When remote work is sustainable and healthy, we'll observe teams using tools daily, staying engaged long-term, and growing their usage. We'll see business metrics that prove the model works."
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### Step 3: Define Strategic Objectives
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**Transform observations into specific goals:**
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- 3-5 concrete objectives
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- Each expressed using SMART method (Specific, Measurable, Achievable, Relevant, Time-bound)
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- Focus on what's truly measurable
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- Set realistic timeframes
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See [SMART Method Reference](../../models/smart-goals-model.md) for detailed guidance on creating strategic objectives.
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**Example:**
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1. Achieve 5,000 active teams by Q4 2024
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2. Increase average session time to 15 minutes daily
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3. Reach 70% weekly retention rate
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4. Generate $50K MRR by end of year
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---
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## Key Questions Saga Asks
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### For Vision (Visionary Statements)
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- "What's the grand ambition behind this project?"
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- "What does 'winning' look like at the highest level?"
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- "What vision motivates your team?"
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- "Why does this project matter?"
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### Bridging to Objectives
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- "When this vision is being realized, what will we observe in the world?"
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- "What measurable evidence would prove you're succeeding?"
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- "What would we see that indicates progress toward this vision?"
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### For Strategic Objectives (using SMART method)
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- "What specific, measurable outcomes would prove success?"
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- "By when do you need to achieve these objectives?"
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- "How will you measure progress?"
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- "What counts as 'active' or 'successful' in your context?"
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---
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## Generic Example Walkthrough
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### Vision (Soft Goal)
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"Make remote work sustainable and healthy for distributed teams"
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**Why this works:**
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- Aspirational and motivating
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- Clear direction without rigid constraints
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- Easy to communicate and remember
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- Inspires the team
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### Bridging Question
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"When remote work is sustainable and healthy, what will we observe?"
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**Observations:**
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- Teams using our solution daily
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- High retention rates (people stay)
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- Growing usage patterns
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- Sustainable business model (revenue)
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### Strategic Objectives (using SMART method)
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1. **Achieve 5,000 active teams by Q4 2024**
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- Specific: Active teams (defined metric)
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- Measurable: 5,000 teams
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- Achievable: Based on market size and growth rate
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- Relevant: Proves market adoption
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- Time-bound: Q4 2024
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2. **Increase average session time to 15 minutes daily**
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- Specific: Session time metric
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- Measurable: 15 minutes
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- Achievable: Industry benchmarks
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- Relevant: Indicates engagement
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- Time-bound: Daily measurement
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3. **Reach 70% weekly retention rate**
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- Specific: Weekly retention
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- Measurable: 70% rate
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- Achievable: Above industry average
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- Relevant: Proves value delivery
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- Time-bound: Weekly tracking
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4. **Generate $50K MRR by end of year**
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- Specific: Monthly recurring revenue
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- Measurable: $50K
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- Achievable: Based on pricing and targets
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- Relevant: Business sustainability
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- Time-bound: End of year
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---
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## What You Get from Workshop 1
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✅ **Inspiring vision** that motivates the team
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✅ **Measurable objectives** that prove progress
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✅ **Clear connection** between ambition and accountability
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✅ **Foundation** for all strategic decisions
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✅ **Alignment** on both "why" and "what"
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---
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## Common Mistakes to Avoid
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### Mistake 1: Skipping the Vision
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**Problem:** Jumping straight to metrics without capturing the aspiration
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**Why it fails:** Team loses motivation, no emotional connection
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**Fix:** Start with the grand ambition, then bridge to metrics
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### Mistake 2: Vague Objectives
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**Problem:** "Improve user experience" or "Get more customers"
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**Why it fails:** Can't measure progress, no accountability
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**Fix:** Make every objective SMART with specific numbers
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### Mistake 3: Too Many Objectives
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**Problem:** Listing 15 different metrics to track
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**Why it fails:** Dilutes focus, creates confusion
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**Fix:** Limit to 3-5 most critical objectives
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### Mistake 4: Unrealistic Targets
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**Problem:** "Become #1 in the world in 30 days"
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**Why it fails:** Demoralizes team, loses credibility
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**Fix:** Set challenging but achievable goals based on resources
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### Mistake 5: Missing the Bridge
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**Problem:** Vision and objectives feel disconnected
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**Why it fails:** Team doesn't see how metrics prove vision
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**Fix:** Use the bridging question to connect them explicitly
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---
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## How This Feeds Into Next Workshops
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**Workshop 1 creates the foundation:**
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```
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Business Goals (Vision + Objectives)
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↓
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Workshop 2: Which user groups can help achieve these?
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↓
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Workshop 3: What drives those groups' behavior?
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↓
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Workshop 4: Which groups and drivers matter most?
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↓
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Workshop 5: Which features address top priorities?
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```
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Everything traces back to the goals you define here.
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---
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## Tips for Success
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**DO:**
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- ✅ Start with aspiration before metrics
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- ✅ Use the bridging question explicitly
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- ✅ Make objectives truly SMART
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- ✅ Limit to 3-5 key objectives
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- ✅ Reference your Product Brief
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**DON'T:**
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- ❌ Skip the vision (just list metrics)
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- ❌ Accept vague objectives
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- ❌ Set unrealistic targets
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- ❌ Create too many objectives
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- ❌ Forget to connect vision to objectives
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---
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## What's Next
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Workshop 2 identifies WHO can help you achieve these goals - your target groups. You'll create prioritized personas that become the foundation for understanding user psychology.
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---
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## Key Takeaways
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✅ **Two levels of goals** - Vision (visionary/aspirational) + Strategic Objectives (measurable using SMART method)
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✅ **Bridging question is critical** - "What will we observe when vision is realized?"
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✅ **Strategic objectives using SMART method** - Specific, Measurable, Achievable, Relevant, Time-bound
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✅ **3-5 objectives maximum** - Focus on what truly matters
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✅ **Foundation for everything** - All workshops build from here
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---
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[← Back to Lesson 3](lesson-03-five-workshops-overview.md) | [Next: Lesson 5 - Workshop 2: Target Groups →](lesson-05-workshop-2-target-groups.md)
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*Part of Module 05: Trigger Mapping*
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