Direction document
Your direction, written down
The decisions your leadership team has made about where the organisation is going, and the reasons behind them. It becomes the page people check a new idea, a brief or a budget request against.
Your direction, written down
The decisions your leadership team has made about where the organisation is going, and the reasons behind them. It becomes the page people check a new idea, a brief or a budget request against.
Where the organisation is heading, why, and what it will take to get there. That means the few things you will do more of, the things you will stop and how you will know it is working.
It is kept short and clear, so people read it and can repeat it.
It comes out of commercial planning: working with your leadership team on your markets, your offer and your capacity, starting from the findings of your audits and research. We write it up and present it to your leadership team.
The writing is the easy part. The decisions in it belong to your leadership team, and they have to be made before the document can be finished.
It is the reference point for decisions, briefs and conversations across the organisation. When a new idea comes up, the first question is whether it fits the direction.
It also leads on to digital strategy, where the direction turns into decisions about your sites, tools and products.
Tell us where you want the organisation to be, and what is in the way.