Elements of a Strategic Plan Mission. Vision. Purpose. BHAG

TL;DR: 

Most strategic plans kick off with a tangle of lofty statements — mission, vision, purpose, just cause, maybe even a BHAG if someone’s read Jim Collins. Ask your team what these things actually mean, and you’ll get six different answers and a lot of head scratching. 

Here’s how we fix that at Incrementa: 

• Core Purpose is your emotional and strategic compass. Why you exist. 
• BHAG is your real mission. A bold, measurable goal your team can rally around. 
• Strategy is how you get there. Focused execution. 

Forget laminated vision statements. If your strategy starts with fluff, everything else wobbles. 

The Buzzword Blender at the Top of the Pyramid 

Strategic planning is supposed to create clarity, but too often, it starts with confusion. 

You sit down with your leadership team, someone grabs a marker, and before you know it you’re debating whether your mission should be about service or innovation, or if your vision needs to “inspire excellence across the value chain.” 

It sounds impressive, but it doesn’t help anyone do better work. 

We see this all the time. Businesses that start their plan with abstract statements that could belong to any company in any industry. They don’t clarify. They don’t align. And they sure as hell don’t drive execution. 

That’s why we do it differently. 

What are The Main Elements of a Strategic Plan

Let’s break down the common culprits.he “Big 6” that show up in almost every traditional strategic planning session. 

We’re doing this for two reasons:  

1. So you understand them clearly. 
2. So we can show you which ones are actually worth using. 

Core Purpose – Why You Exist 

Your core purpose is the north star for your business. It’s the emotional driver—the deeper reason you exist beyond revenue, market share, or shareholder value. 

It speaks to the impact you want to make. And when done well, it becomes a strategic compass for every major decision. 

“To unlock confidence in every business leader we serve.” 

“To protect what matters most for small business owners.” 

If it doesn’t move people, it’s not your purpose. 

Mission – What You Do and Who You Do It For 

Traditionally, a mission statement tries to capture what the business does, who it serves, and why it exists—all in one sentence. It’s supposed to bring clarity. 

It’s the functional “we do X for Y” summary. 

And honestly? It’s rarely useful. 

Mission statements are often too vague or too tactical. They might sound like: 

“We deliver leading-edge software solutions for mid-sized businesses.” 

Okay. But does your team rally around that? Probably not. 

 Later, we’ll show you how we break this apart into two clearer, more actionable components: your BHAG and your Core Focus. 

Traditionally, a mission statement tries to capture what the business does, who it serves, and why it exists—all in one sentence. It’s supposed to bring clarity. 

Vision Statement – The One-Liner Summary This one’s tricky. 

The vision statement is often a one-sentence summary of your aspirations. It shows up on websites and pitch decks. 

But let’s be honest. It’s usually vague. 

Bad: “To be the global leader in excellence.” 

Better: “To make high-performance boot liners the default choice for every serious skier in North America.” 

If you must write one, make it specific. But don’t mistake it for strategy. 

Just Cause – The Infinite Why 

Simon Sinek introduced this one. It’s meant to be a long-term, idealistic purpose that outlives the business itself. 

It’s poetic. But for most businesses, it just creates overlap. 

If you’ve nailed your core purpose, you don’t need a separate Just Cause. And if your team can’t use it to make real decisions, it’s not helping. 

“To create a world where small businesses thrive without fear.” 

Nice. But are you using that in your strategic planning? Probably not. 

BHAG – The Big Hairy Audacious Goal 

Now we’re talking. 

A BHAG is your true mission. 

It’s bold. Measurable. Long-term. And it should scare you just a little. 

It gives your team something tangible to chase, and it forces strategic clarity. 

“To help 1 million business leaders build great businesses by 2030.” 

“To redefine ski boot comfort for 7,000,000  skiers worldwide by 2032.” 

You either hit it or you don’t. That’s the point. This is your real mission. And it actually drives momentum. 

Quick Recap: Strategic Planning Terminology 

The Incrementa Way: What We Use (and What We Don’t)  

Now that you’ve seen how the traditional labels break down, here’s how we build the top of the pyramid—with tools that actually move the needle. 

Note:  I’m cutting a whole bunch out here.  While we’re building these elements, we’re interlacing many other elements to weave a tapestry for your business.   

We Start with Core Purpose. 

This isn’t marketing fluff. It’s the reason your business exists. It speaks to the hearts of your people. And when it’s clear, it shows up everywhere—your culture, your strategy, and your decision-making. 

It’s what people connect to. It’s what leaders protect. 

And it’s what keeps you grounded when everything else changes. 

Then We Define The Real Mission. 

We don’t use traditional mission statements. Instead, we split them into two parts that actually create clarity: your BHAG and your Core Focus. Each plays a distinct role—one fuels ambition, the other anchors execution. 

Your BHAG is your real mission. 

It’s the flag at the top of the mountain. 

We’re not interested in abstract goals. We want something you can measure—and something that gives your team a reason to get fired up. 

Core Focus is a simple, practical statement that defines what your business actually does. Not in bloated marketing language, but in clear, grounded terms. It’s the functional heartbeat of the company: the work you do, the space you operate in, the problems you solve. While your strategy might evolve and your BHAG stretches into the future, your Core Focus keeps you anchored. It’s not about inspiration. It’s about clarity. When someone asks, “What do you guys actually do?”—this is the answer. 

Incrementa’s Core Focus: 

We are strategic guides for CEOs and leadership teams as they build their great business. 

And Then We Build a Strategy to Bridge the Gap. 

Core Purpose is the why. 

BHAG is the what. 

Strategy is the how. 

We define: 

• Where you’ll play 
• Who you’ll serve 
• How you’ll differentiate 
• What capabilities you need 
• And how to execute quarter after quarter to make it real 

It’s not complicated. It’s just honest, focused, and grounded in what actually works. 

Final Word: Find the Fire.  

If the top of your plan is weak, the rest will crumble. 

But when it’s clear—when your team understands why you exist, what you’re aiming for, and how you’ll win—it changes everything. 

Forget the whiteboard word soup. 

Build a plan your people can believe in. 

We’ll help you get there. 

Want to cut through the noise and build a strategy with real teeth? 

Looking to build something amazing? let’s chat.