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.
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.
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.
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