What the… is your business about? Demystifying strategic planning

Sam Pitruzello & Sarina Sorrenti
September 12, 2019

You meet a new person and they ask you 'what do you do', or 'what business are you in'? And then a plethora of words roll out disjointed and verbose demonstrating a vague generic set of things, you just want someone to save you but it is too late you are lost and so are they.

You may be one of the lucky ones who has a clear articulate concise business plan down pat – that’s great! However, if you’re like most of us and want to get more clarity about why your business, division or team exits, let’s get focused.

In our last Blog we shared with you the continuum of planning from doing nothing to planning everything that moves. Our engagePlanning process is designed to get the best out of business planning practices and then adapt it for your world.

engagePlanning enables businesses to stop, reflect, analyse and plan their future.

In this article, we are going to explore the Core Focus section of our engagePlanning approach, as shown in the engagePlanning diagram below.

The Core Focus

The first part of the engagePlanning process involves understanding your core focus - the why, what and how of the business. Having laser focus on where you’re going and why you exist is essential for success. Here are 3 steps to help you practically apply strategic thinking and develop key elements in your own strategic plan:

Step 1. Articulate the 'Why'

In this life we have many options available to us in terms of who we want to be and what we can do and achieve. Be conscious and mindful about whom you choose to be and do what you do. We need more mindful considered leaders. We need Leaders who can create a vision of a better future. We need to have a purpose that motivates us to get out of bed and dedicate our lives to.  Extraordinary lives are those where people are fully present and committed to their purpose, play to their strengths and are cognizant of the impact of their actions.

One successful social enterprise, Thankyou, that we support has an IMPACT scorecard in the middle of their office. The IMPACT scorecard measures every single life they have improved. Thankyou’s why is very clear - to eradicate poverty.

When we reflected on our own why – why does engage consulting group exist, what is our purpose, we had a lot of robust conversations. Our vision is to ‘be the company people come to for inspiration and innovation’ and our purpose is to ‘help people and businesses be all they can be’. We love seeing people and businesses grow to reach their full potential in a sustainable way.

Ask yourself the following questions to help uncover your 'Why', your purpose:

  • Why does your business/division/team exist?
  • Why this business?
  • What impact will you make in the world?
  • What legacy do you want to create?
  • What is your purpose?

Keep asking yourself these questions until you get to the core essence of your business.  Less is more, no one wants to hear or read a long wordy vision.

Use less words. Use images. Create your own language if you need to.

Use your head, heart and gut in creating your why and when you get to the core, you will know it. It will just flow and you will be able to share it with ease.

Step 2. Articulate the What

Once you have a clear Vision and Purpose articulating the ‘What’ becomes easier. The ‘What’ can be described in a mission and is a description of your core business. What product/service will you actually create, what does value look like?

Our business has evolved considerably over the last 18 years. We started out as an online survey company then pivoted to become a management consulting company. We dabbled in the financial planning industry and had a very successful IT professional services business. Now we are a strategic advisory company. The core value that we create is knowledge and growth. We create knowledge and growth by offering three services:

  • Strategic Advisory services – we work with senior leaders by offering executive coaching, consulting and strategic planning services.
  • Learning & Development – we help others be better at leadership, innovation & entrepreneurship, life-work balance, sales, influencing & negotiations through workshops and our on-line engageKnowing portal.
  • Venture Partnerships – We partner with high-growth start-ups providing advisory services, funding and expertise to help them navigate uncertainty as they scale

Ask yourself the following questions to help uncover your ‘What – Core’ business:

  • What do you create?
  • What value do you deliver?
  • What outputs and outcomes do you create?
  • What do you need to do to ensure your vision comes to fruition?
  • What are your goals?

Keep asking yourself these questions until you get to 3 very clear products/services that you can deliver. Why 3? Well it’s a magic number – everyone can remember 3 things.

Step 3:  Articulate the How

Once you know the why and what of your business/division/team it’s easier to articulate the How. Consider the following questions to help you uncover your 'How':

  • What culture do you want?
  • How do you want to behave – what behaviours are important to you?
  • What experience do you want your people, customers, suppliers and stakeholders to have when working with you?
  • What is most important in how we work in this team?
  • How does it feel to work in your business/division/team?
  • What do you care about?

How you behave can be reflected in the business/division/team values. Values are set of rules and are reinforced by a complimentary set of behaviours.

Values need to support the effective implementation of the Vision and Goals.

Our values are LIFT – Learning, Innovation, Fun and Trust. These are core to how we work with all our stakeholders. They enable us to deliver on our Vision and Purpose.  

So going back to our opening question… What do you do?  

To help you create your own strategic plan, clarify and articulate your Core Focus.  See what you come up with. And remember less is more.

In our next blog, we will explore the practical application of engagePlanning’s ‘Analysis & Review’. This process helps you to first understand the competitive environment and then provides a framework that helps you identify the best options for success.

Contact us if you would like any feedback or support with articulating your Core Focus.

Be all you can be!

More news

Engage consulting group creates long-term trusting relationships with our clients

Finding light in the darkness

Sarina Sorrenti
read more

How does your business compare? Demystifying strategic planning

Sam Pitruzello & Sarina Sorrenti
read more

7 Practices of Working Less Achieving More

Sarina Sorrenti
read more
View ALL
engage consulting group partners with business leaders to provide strategic advice and practical tools to support individual and business growth.
learn more

What we do

Strategic advisory

Achieve sustainable growth with high calibre strategic advisors, mentors and executive coaches

learn more

Learning & development

Develop your people to create future leaders and the right culture

learn more

Venture partnership

Accelerate business growth and innovation through proven business practices

learn more


"Since Sam joined the board at CartonCloud in the capacity of company secretary, he has contributed significantly to the strategic direction of the company while placing us on a path to better governance. He has been instrumental in CartonCloud securing large government funding which will take CartonCloud to the next level in terms of our software functionality and capability. I have gained from Sam’s vast business experience and is the consummate professional in his dealings with me and the broader CartonCloud team."

Carton Cloud

"Incredibly inspiring, caring and passionate about her work, Sarina has worked closely with me and my team over the past two years (during a very demanding period) in developing clear strategies for individual and team development. The sessions required open & honest conversations and no matter how challenging the conversations were amongst the team, Sarina always made sure the discussions were inclusive and that everybody left the sessions with a smile. I would highly recommend Sarina and we are all looking forward to working with her into the future."

Deakin University

"Sarina has partnered with Deakin for many years. Sarina develops highly effective development solutions after closely ascertaining needs and diagnosing problems. The feedback we receive from participants attending Sarina's sessions is always glowing, with many requests for Sarina to come and work with teams or individuals. I highly recommend Sarina and Engage Consulting."

Deakin University

"Through my professional journey, Sarina has helped me reinvent myself and focus on my aspirations. Her vibrant positive energy is contagious. Over the years she has helped me cultivate self-awareness, embedded the notion of mindfulness, and saved me from countless hours of frustration by sharing best practices to avoid common pitfalls as I transitioned through development. Sarina is not only my professional coach she is also my life coach and a wonderful source of wisdom. I can’t thank her enough… I am grateful for her support and feel privileged to have her as a coach"


"For many years Sarina has been a wonderful guide and support for me in my career. She has helped me to navigate my way through some challenging situations and worked to further develop my strengths and improve me where I have needed it. As I reflect on the work we have done together, I'm pleased that some of my weakest areas have, over time, become strengths. Now, many years later, I am enjoying seeing people in my team flourish as they, too, work with her. I can't speak highly enough of Sarinas' capability and her working style. I'm certain she would add considerable value to any company or any individual fortunate enough to work with her."

Gale Pacific


Get in touch

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Our details


engage Consulting Group Pty Ltd

Suite 5, 210 Lower Heidelberg Rd

Ivanhoe East, Victoria, Australia 3079


86 104 175 402