Clarify
Define your identity, purpose and strategic direction.
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Your Strategic Foundations Hub
Build clarity on who you are, how you are organised, who you serve
and the bold ambition guiding your future.
Follow the learning path below to understand each part of your
strategic foundation and how the sections work together.
Organise
Clarify roles, reporting lines and accountability.
Focus
Align the business around the customers you serve best.
Stretch
Create a bold long-term ambition that guides your future.
Learn Your Way Around
Explore the home dashboard and four foundation modules to understand how they connect.
1
Foundation Home
See the choices that align your organisation and guide execution in one place.
Review completion across all four modules
See your vision, mission and values together
Change and review the active fiscal year
2
Company Identity
Define the vision, mission, values and unique value proposition that shape your business.
Define your vision and mission
Agree the values and behaviours that guide decisions
Clarify your unique value proposition
3
My Org Design
Clarify accountability, reporting lines and the roles required to execute your strategy.
Add CEOs, managers, team members and consultants
Build clear reporting lines and accountability
Complete job descriptions for every role
4
Ideal Customer Profile
Define the types of customers that are the best fit for your business.
Define your ideal organisation and decision maker
Understand the customer's buying journey
Review, save and manage multiple ICPs
5
My Personal BHAG
Create a bold, measurable long-term goal that stretches your ambition and gives your future a clear direction.
Clarify the meaningful impact you want to make
Picture what future success looks and feels like
Define the stretch and create the final BHAG statement
Get the Most from This Hub
Watch a quick overview to see how identity, organisation, customer focus and long-term ambition create one connected foundation.
Foundation Home
Review the strategic choices that align your organisation and guide execution.
Foundation Home walkthrough
What you'll review
- The active fiscal year
- Completion across all four modules
- The overall foundation percentage
- Your current vision and mission
- The values that guide how your team shows up
How to use it
- Open a module from the progress cards
- Use the module tabs to move between sections
- Review completed work at any time
- Check whether the four areas remain aligned
- Revisit the foundation during annual planning
66%
Progress is a combined view
The overall percentage reflects progress across Company Identity, Org Design, Ideal Customer Profile and Personal BHAG.
Company Identity
Define the vision, mission, values and unique value proposition that shape your organisation.
Company Identity walkthrough
What you'll define
- Vision: what the organisation is striving for
- Mission: how the organisation operates to get there
- Values: the principles and behaviours guiding decisions
- UVP: the distinctive value your business delivers
- Final statements ready to share with the team
What good looks like
- The vision describes a clear future direction
- The mission explains the organisation's purpose
- Values describe observable behaviours
- The UVP differentiates the business clearly
- The statements work together without contradiction
ID
Use one consistent narrative
Vision, mission, values and UVP should reinforce the same strategic direction rather than read as separate statements.
My Org Design
Clarify accountability, reporting lines and the roles required to execute your strategy.
My Org Design walkthrough
What you'll do
- Configure the organisation settings
- Add employees and external consultants
- Assign CEO, Manager, Team Member or Consultant roles
- Create the reporting hierarchy
- Complete the job description for each person
What you'll see
- Role counts across the organisation
- Job-description completion progress
- The visual organisation chart
- A searchable team-member directory
- Invitation, draft and completion status
75%
Complete the roles, not only the chart
A reporting line shows who reports to whom. The job description clarifies what each person is accountable for delivering.
Ideal Customer Profile
Define the types of customers that are the best fit for your business and align marketing, sales and product decisions.
Ideal Customer Profile walkthrough
The three-step builder
- Define Your Ideal Customer
- Understand Their Buying Journey
- Review and Save the completed profile
- Confirm the ideal organisation and decision maker
- Publish the profile for team alignment
Profile management
- Create and manage multiple ICPs
- Mark one profile as the primary ICP
- Use the quick-create option for a simple profile
- Review industry, company size and region at a glance
- Edit and refine an existing profile
ICP
Make the profile actionable
The final ICP should be clear enough to help the team qualify opportunities and prioritise the right customers.
My Personal BHAG
Create a bold, measurable long-term goal that stretches your ambition and gives your future a clear direction.
Personal BHAG walkthrough
The four-step pathway
- Clarify Your Big Impact
- Picture Your Future
- Define Your Stretch
- Make It Real
- Review the completed BHAG statement
Settings and progress
- Confirm the active fiscal year
- Choose who can see the BHAG
- Continue from the last completed step
- Reopen completed steps for review
- Track the overall BHAG completion percentage
20+
Think beyond the annual plan
A BHAG should describe a meaningful future ambition over a 10–20+ year horizon, rather than a normal annual objective.
Next: Company Identity
Common Questions
Do I need to complete the modules in order?
No. You can open any available module, but Company Identity provides useful context for the organisation, customer and BHAG sections.
Can completed sections be edited later?
Yes. Completed sections remain available for review and refinement as your strategy evolves.
What contributes to the overall foundation percentage?
Progress is combined from Company Identity, My Org Design, Ideal Customer Profile and My Personal BHAG.
Can we create more than one Ideal Customer Profile?
Yes. Multiple ICPs can be created and managed, with one profile identified as the primary ICP.
Who can see a Personal BHAG?
The BHAG section includes a visibility setting so the owner can control whether the goal remains private or is shared.
What is the difference between a BHAG and an annual objective?
An annual objective describes a priority for the current planning period. A BHAG describes a bold long-term ambition, usually looking 10–20 or more years ahead.