Now that you’ve gathered a number of weak signals, you need to brainstorm ideas that are the right fit for your organization. So next, we’ll walk you through the shaping of your organization’s strategic intent, which will provide direction for brainstorming and identifying Box 3 ideas.1 To paraphrase the Cheshire Cat from Alice’s Adventures in Wonderland, if you don’t know where you are going, any road will take you there.

Unlike mission statements, which are sometimes generic, broad, and aspirational, a strategic intent statement must meet three criteria:

Direction: A strategic intent statement must galvanize your team to create the future. Direction is about the big picture, not all the steps you have to take to get there. ...

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