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  • Writer's pictureNick Leach

Ambition in strategy not forecasts

Updated: Oct 30, 2023


ambition in strategy, not numbers
Ambition in strategy not numbers

At On Purpose, we often discuss the concept of ambition as a fundamental catalyst for innovation. However, it's crucial to understand that when we refer to ambition, it's primarily about ambition in the context of strategy and strategic goals.

It is never ambition in the context of increasing targets and forecasts, as this is not ambition it's hope and it will never drive innovation. In many cases, we've observed leaders aiming for ambitious numbers, thinking it would motivate their teams. Surprisingly, this approach often has the opposite effect.

At On Purpose, we foster ambition through two key approaches:

  1. Defining a Purposeful Journey: We encourage organizations to embark on a journey to fulfill their unique purpose. An organization's purpose is the amalgamation of the ambition it holds for its customers and what sets them apart from the rest. By making this purpose the driving force for your company and inspiring your teams to work towards achieving it, you'll be amazed at the accomplishments that can be realized.

  2. DUMB Goals for Brand Teams: With an organization committed to its purposeful journey, we recommend that brand teams set DUMB goals (an acronym for Dreamdrive, Uplifting, Method-friendly, and Behavior-driven). These DUMB goals inspire and challenge teams to strive for strategic accomplishments.


By having your organization on a journey to achieve its purpose and teams actively pursuing DUMB goals, the future holds promise, excitement, and success. Team motivation and engagement will reach new heights, and your execution will stand out among competitors while staying aligned with your customer's goals.


If you require assistance in developing your organization's purpose or establishing DUMB goals, please don't hesitate to reach out. We'd be thrilled to collaborate with you.

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