Long-term goals are not the points in the future where we must be someday; they are directions in which we agree to move together. That's why setting rigid SMART-style strategic goals may be dangerous
If a company doesn't reach its long-term objectives, it is not a reason to blame the team or to lay off a CEO. Deviations and mistakes are the sources of valuable information. If the future is uncertain (and it is), there is no way to guarantee that a firm can reach its long-term goals.
Take strategy as an experiment with unpredictable results. Of course, you need plans and objectives to allocate resources effectively and to motivate the crew members, but don't take them too seriously. Strategic planning is not a process to which you devote your time once a year, and that is separated from implementation. It is an ongoing procedure of collective thinking and decision-making.
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