Defining Your Path: Vision, Goals & Objectives in Business Strategy

Sayers Solutions Small Business Marketing & Strategy Club provides a supportive and collaborative space to help small business owners navigate the complexities of marketing and strategy, ensuring they have a clear plan to grow and succeed.
Each month we reflective on different elements of Sayers Solutions 4 Part Plan. This month, we’ve been diving into Part 1, which focuses on “Where You Want to Go.” Understanding this is crucial because without a clear destination, it’s easy to get lost in the day-to-day operations without making real progress.
Breaking Down Part 1: Where Do You Want to Go?
To help clarify your business direction, we break it down into three key elements:
- Vision – Your Big Picture Aspiration
Your vision is the ultimate goal for your business—the reason it exists and the long-term impact you want to make.It should be ambitious, inspiring, and forward-thinking.
💡 Ask yourself: Where do I see my business in 5, 10, or even 20 years?
Example: “To be the go-to marketing expert for small businesses, helping them achieve sustainable growth.”
- Goals – Milestones Along the Way
Once you have a vision, you need goals—the broad targets that will help you achieve it. Goals provide direction and ensure that your vision isn’t just a dream but a realistic destination.
💡 Ask yourself: What big steps will move me closer to my vision?
Example: “Increase brand awareness by expanding into new digital marketing channels within the next three years.”
- Objectives – Actionable and Measurable Steps
While goals provide a general direction, objectives are the specific, measurable actions you take to achieve them. Objectives should be SMART (Sayers Solutions has slightly tweaked the traditional model to – Specific, Measurable, Aspirational, Realistic, and Time-bound).
💡 Ask yourself: What measurable steps can I take to reach my goals?
Example: “Grow our social media following by 20% in the next 6 months through consistent content marketing and engagement.”
Bridging the Gap: Introducing Tactics (Part 3 of the Plan)
While we’ve been focusing on where you want to go, we’ve also touched on Part 3 of the 4-Part Plan, which answers the question: What do you need to do, to get from where you are now (part 2), to where you want to go (part 1)?
This is where tactics come in—the specific actions that you plan to undertake to execute your objectives. Tactics could include content marketing, social media campaigns, networking, or refining your customer journey.
Example: If your objective is to grow your social media following, your tactics might include:
✅ Posting high-quality content consistently
✅ Running targeted ad campaigns
✅ Engaging with followers through comments and messages
Final Thoughts: Defining Your Path to Success
As small business owners, it’s easy to get caught up in the daily grind. However, taking the time to define your vision, goals, objectives (whilst making a note of potential tactics to be included in Part 3) will give you clarity, direction, and a strategic approach to growing your business.
Sayers Solutions Small Business Marketing & Strategy Club helps you break down these elements, discuss challenges, and refine your strategy together. If you’re looking for structured guidance and peer support, why not join us?
🚀 What’s your vision for your business?
Get in touch to let us know or join our next session to explore further – The first session is free!
👉 Find out more and sign up here: https://www.sayerssolutions.co.uk/the-club/