CEO clients can expect to undertake periodic strategic reviews with their coach.  These typically include the following components:

• VISION REVIEW:  A company’s vision should be an enduring statement regarding what the organization is about; i.e., what it is to become.  A company’s vision is never fully accomplished; it represents a perpetual goal that is always on the horizon.  A CEObuilder client who runs apartment complexes for college students says that his company’s vision is to provide a happy, productive school year for his residents.  Walt Disney expressed his vision as bringing happiness to millions.  These goals, while perhaps fulfilled to a great degree in any given time period, are never fully realized.  They remain the focus, the motivation, and the primary driver of company culture from year-to-year–and as long as the company is operating.
• MISSION REVIEW: A company’s mission is what a company does in pursuit of their vision.  Further, it directly references the company’s core distinctive competencies.  They are core in the sense that they constitute the essential activities embodied in the products and/or services delivered to target customers.  They are distinctive in that they are what the company does better than any competitor.  Our apartment owner provides a room with the amenities desired by today’s college student, with a special emphasis on internet services. Disney provides entertainment, rides, and attractive food options for their visitors. It’s important to recognize that a company’s mission will periodically change–even be required to change–as markets mature and disruptive technologies emerge (such as the internet or new thrill rides in the two examples mentioned here).
• VALUES REVIEW: A company’s values are those inviolable principles which govern the behaviors and activities of owners and employees in achieving the company’s goals, mission, and vision. They define the company’s culture–and are the measuring stick for selecting, training, and retaining employees.  While based in principles, values come alive and are perpetuated through stories of legendary employee and owner performance.  These vignettes give the best definition of a company’s values.  What stories of this nature are routinely shared by employees?  How are these broadcast within the company?  One great example of a company that recognizes the important role of values and culture to their organization is Zappos.com.  They place a high premium on finding and retaining employees who share their unique values regarding customer service.
• COMPETITIVE REVIEW: A key component of strategic review is a frank assessment of competitors.  Several key questions are addressed in this segment of review. Specifically, who are your competitors?  Do they address the same target customers as your company?  What are their core distinctive competencies?  How successful are they in their competitive efforts?  Are they gaining market share?  Are those gains, if any, at the expense of your sales or margins?  Has any competitor introduced truly disruptive technologies to the marketplace?  How has your company responded to date to competitive actions?
• ENVIRONMENT REVIEW: Corporate strategy does not exist in a vacuum.  It must consider the state of the economy, as well as demographic, societal, and even weather trends.  Depending on the nature of any given business or industry, the impact of these factors may be significant–and should factor into strategic decisions.
• INTERNAL REVIEW:  A frank assessment of company performance is also essential in an effective strategic review.  This should include an evaluation of actual performance against goals as expressed in key performance indicators (KPIS). While these always include essential financial metrics including profitability and cash flow, they should also include customer, operating, training, and recruitment/retention KPIs.  Further, this evaluation should include a review of key employees.
• OPERATIONS REVIEW:  Every business, whether it be a service, manufacturer, wholesaler, or retailer employs a process whereby its products and/or services are delivered.  That process–or value chain–inevitably has constraints which determine its effectiveness of delivering throughput.  Strategic reviews include identification and discussion of strategies to address these constraints.
• RESOURCE REVIEW:  An effective strategic review also includes an evaluation of a company’s access to required resources, including financial, personnel, equipment, suppliers, etc.
• SWOT ANALYSIS:  An assessment of the company’s strengths, weaknesses, opportunities, and threats is often developed from the competitive, environment, internal, operations, and resource reviews.
• REVIEW OF STRATEGIC INITIATIVES: Based on the reviews and analysis performed, discussion will zero in on the strategic initiatives planned for the future.  Discussion will review project plans, including essential and sustaining actions.  Key performance indicators for upcoming strategic initiatives will also be addressed.