All organizations, even those in the same industry, exist to fulfill a unique vision and accomplish a special purpose, which is what makes one organization distinct from another.

An Aspiration-Driven Business Strategy™ is a sustainable approach to visionary, purposeful growth driven by an organization’s ability to continuously adapt its business processes, structure and culture to fulfill the aspirations of its key constituencies in a balanced and equitable way.

Key constituencies usually include customers, investors, employees, suppliers and communities where the organization does business.

For example, an Aspiration-Driven Business Strategy™ for a natural foods company might reveal:

• Its customers aspire to eat meats without hormones and antibiotics,

• Its investors aspire to put their capital into a socially responsible company,

• Its employees aspire to work for a company that treats animals humanely,

• Its suppliers aspire to serve a company that shares its grass-based, seasonal production model, and…

• The communities where it does business aspire to host an agricultural company whose sustainable, grass-based model doesn’t pollute the environment,

…necessitating the organization adapt its key business processes, structure and culture to fulfill each of the above constituency’s aspirations in a balanced and equitable way.