How to set company goals from a three-year Vivid Vision

Executive overview

Most founders set annual goals in isolation. Goals work better when they flow directly from a Vivid Vision — a written description of what the company looks, acts, and feels like three years out.

Start with the three-year picture, then define the first-year plan to move toward it. Anchor goals to employee satisfaction, customer satisfaction, and revenue — in that order. Add one big strategic thrust per year.

One strategic thrust per year keeps execution focused and prevents dilution.

Core goal framework

• Employee net promoter score comes first, before revenue metrics
• Customer net promoter score second
• Revenue and profitability third
• One big strategic thrust defines the year's primary focus

Applying the framework to 2023

• Book launch (The Second in Command) is the primary strategic thrust
• Book + podcast together become the main marketing engine for COO Alliance
• Previous books were not backed by real marketing investment — this one will be
• Target: grow membership ~50%, toward 250 full-time members

Improving customer satisfaction

• Add free offers and better resources for existing members
• Raise the quality bar on speakers
• Improve onboarding for new members
• 19 accountability groups (5–6 members each) to deepen member relationships
• Bring in a professional forum trainer from YPO/EO to improve accountability group quality
• Target net promoter score: +70 to +85 at every event

Annual retrospective and course correction

• Debrief with the full team on prior-year goals
• Identify where goals were hit, missed, and why
• Use findings to course-correct the current year plan

Revenue growth levers

• Add a full-time salesperson focused on the course
• Bring on an affiliate manager to drive course revenue
• Target: push course revenue past seven figures