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What business needs to look for

You’ll hear a wide range of business objectives. Know what you’re looking for before you begin.

It's important to know what your vision, mission, goals, strategies, tactics and objectives are.

The strategic pyramid

Each agency should have a core vision, something everyone is trying to achieve. They achieve this with their missions, which have goals, then tactics to achieve those goals.

a pyramid starting with vision at the top, then mission, goals, strategies, tactics and objectives following.
This diagram shows a strategic business pyramid with your agency’s vision at the top of the pyramid. Underneath is the mission, followed by the goals. Underneath goals are your strategy and tactics, which sit above objectives.

Vision

An aspirational future state for your agency. Use a single statement describing what your agency looks like after it has achieved its missions.

Example

Government services are transformed to better meet user needs.

Mission

The inspirational, but achievable, purpose of your agency. You may have several missions to describing different areas of your agency. Use a statement that details who you help and how you help them.

Example

We enable government agencies to deliver user-centred content more efficiently.

Goals

The measurable outcome of what you’re trying to achieve through your mission. Use SMART goals - specific, measurable, attainable, relevant and timely.

Example

To reduce gov.au domains by XX% by the year XXX

Strategies

Framework for how your agency will deliver its goals.

Example

To provide a strategic content framework and best practice guidance to empower and equip agencies.

Tactics

Tactics are more about the details of what you do, how you do it, when you do it, where you do it etc.

Example

To provide tactical solutions. Tactics are the plan for delivering your strategy.

Objectives

The markers of success on the way to achieving your goals.

Example

XX agencies have joined the whole of government content strategy working group.

Other things to look for

You’ll hear and find a lot of things when looking for business needs. Pay attention to other areas such as:

  • what the agency wants to communicate
  • key messages
  • business priorities
  • business challenges and problems
  • measures of success
  • compliance and standards
  • investments made in digital
  • dependent on other government agencies