The simple way to keep your business on track
让你的事业进入正轨的简单方法

You don’t have to kill a tree or shut down the office for a week to create a successful strategic plan. In fact, you can create a successful plan for your business in just one day. It doesn’t have to be an overwhelming or a monumental task. It doesn’t have to be perfect or fancy. Just grab a few key people in your organization, turn off the phones and let’s get started.
你不用大张旗鼓，将公司关门一个星期来制作一个成功的战略计划。实际上，你在一天之内就可以制作一个成功的事业战略计划。这不是一个无法完成的伟大的任务。也不用很完美。只要抓几个公司里的关键人物，关掉电话，开始吧。

Step One – Be the best.
步骤一：做最好的

The result of a well-developed and executed strategic plan is to develop a competitive advantage. Just what is a competitive advantage? Business lingo aside, it is simply the answer to: What can your company potentially do better than any other company?
认真制定并执行战略计划的结果是建立企业自身的竞争优势。只是什么才是竞争优势呢？抛开复杂的商业术语，简单来说就是，你的公司是否有超越其他公司的潜能？

Understanding your competitive advantage is critical. It is the reason you are in business. It is what you do best that draws customers to buy your product/service instead of your competitor’s. Extremely successful companies deliberately make choices to be unique and different in activities that they are really, really good at and they focus all of their energy in these areas. You may decide to incorporate your competitive advantage into your mission and/or vision statements.
明白自己的竞争优势是很重要的。也是你经商的主要原因。竞争优势就是通过你的努力，使得顾客更愿意来购买你的产品或服务，而不是你竞争对手的。那些非常成功的公司都特意在自己非常、非常擅长的领域里变得独特，与众不同，他们将所有的精力都投入到这些领域中。你或许会决定将你的竞争优势融入到公司使命和前景发展中去。

Step Two – State your purpose.
步骤二：表明你的目的

A mission statement is a statement of the company’s purpose. It is useful for putting the spotlight on what business a company is presently in and the customer needs it is presently endeavoring to serve. It also serves as a guide for day-to-day operations and as the foundation for future decision-making. To write a mission statement, answer the questions: What is our business? What are we trying to accomplish for our customers? What is our company’s reason for existing?
任务申明是对公司宗旨的阐述。这有利于将重点放在公司目前经营什么，以及应该怎样努力满足顾客的需求上面。同样，任务申明也是对每日活动的指导，未来决策的基础。要想写好一份任务申明，先回答以下问题：你的业务是什么？我们努力想满足客户的是什么?我们公司存在的意义是什么？

Step Three – Visualize the future.
步骤三：将未来可视化

A strategic vision is the image of a company’s future – the direction it is headed, the customer focus it should have, the market position it should try to occupy, the business activities to be pursued, and the capabilities it plans to develop. Forming a strategic vision should delineate what kind of enterprise the company is trying to become and infuse the organization with a sense of purposeful action. Think big! To write a vision statement, answer this question: What will our business look like in 5 to ten years from now?
战略构想是勾画公司的未来：发展的方向，客户对公司的期望，公司应该占据的市场地位，要追求的经营活动，以及能力发展计划。战略构想必须描绘公司要发展成为什么性质的企业，阐述公司一系列目的的行动。从长远考虑。要写好一份战略构想，回答以下问题：在将来的五到十年期间，我们的公司会变成什么样呢？

Step Four – Take an inventory.
步骤四：建立一份盘点清单

The SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis helps you look critically at your organization. It is a tool to help produce a good fit between a company’s strengths and its opportunities.
SWOT(优势，劣势，机会，恐惧)分析会帮助你用评判的眼光审视你的公司，利用该工具可帮助你在强化公司优势的同时，带来发展的机会。

Assess your strengths and weaknesses by answering these questions: What do we do best? What do we not do best? What are our company resources – assets, intellectual property, and people? What are our company capabilities (functions)?
通过回答以下问题来分析你公司的优势和劣势：我们什么做得最好？我们什么没做到最好？我们公司的资源是什么：资产？知识产权？人工？我们公司的能力（职能）是什么？

Assess your opportunities and threats by answering these questions: What is happening externally that will affect our company? What are the strengths and weaknesses of each competitor? What are the driving forces behind sales trends? What are important and potentially important markets? What is happening in the world that might affect our company?
通过回答以下问题来评估公司的发展机会和存在的危机：表面上发生什么事情会影响到公司？每个竞争对手的优势和劣势分别是什么？在销售趋势背后的驱动力是什么？重要的一级潜在重市场在哪里？社会上发生什么事情可能会影响到你的公司？

Step Five – Profile your customers.
步骤五：将客户资料归档

If you want to move your company from being successful to wildly profitable, you need to meet your customers’ needs and wants better than your competitors do. Develop a customer profile by answering: What are our customers needs, motivations, and characteristics? How do we uniquely provide value to our customers? What should we improve to grow our customer base?
如果你想要的不止是公司的成功，还想获得更大利益的话，你需要满足顾客的需求，比竞争对手做得更多。通过回答以下问题来建立客户档案：我们的客户需求是什么？客户的动机，特征是什么？我们怎么样为客户提供独特的价值？为扩大客户群，我们应该做怎么样的改进？