From Vision to Action: Setting Goals That Drive Real Business Value
You’ve defined your vision - the picture of where you want your business to be in three, five, or even ten years. But a vision without goals is just wishful thinking. Goals are what transform ideas into reality, and more importantly, they give you a roadmap to follow when the path isn’t always clear.
In the Value Acceleration Methodology (VAM), this is where the rubber meets the road. Once the triggering event has sparked urgency and the vision has been clarified, the next step is translating that vision into specific, actionable goals that move the needle on business value and owner readiness.
It’s tempting to set lofty goals like “grow revenue” or “improve culture.” But vague statements don’t help you (or your team) measure progress. That’s why we anchor goals in the S.M.A.R.T. framework:
Goals as a Roadmap to Your Vision
Think of your goals as the mile markers between where you are today and the exit-ready, thriving business you want tomorrow. Without them, you’re driving blind. With them, you can build a sequenced action plan that:
Addresses immediate risks holding you back.
Unlocks hidden value inside your operations.
Builds toward scalability and eventual transition readiness.
This is why in the VAM process, goal-setting isn’t about chasing shiny objects. It’s about prioritizing what matters most now, while ensuring every step connects back to the ultimate vision and increases transferable business value.
Prioritizing Goals: The Value Hierarchy
Here’s where most business owners go wrong: they focus on the wrong priorities at the wrong time. Hiring another salesperson or redesigning the website may feel urgent, but if the company still has compliance gaps or operational blind spots, you’re building on shaky ground.
That’s why we use a priority hierarchy when setting goals with owners. The sequence looks like this:
De-risking – Eliminate value killers first. Address gaps in compliance, contracts, key person dependency, customer concentration, and legal exposure. Without this, future growth is at risk.
Strategy – Define where the business is going and how it will compete. Strategy alignment ensures every other initiative supports the vision.
Productivity – Improve efficiency and reduce waste. Systems, processes, and automation free up resources to support higher-value goals.
Sales & Marketing – Once the foundation is solid, drive top-line growth. Expand markets, strengthen pipelines, and refine brand positioning.
Financial – Improve financial reporting, forecasting, and cash flow discipline. Strong financials support scalability and increase enterprise value.
Leadership & People – Build a management team that can operate independently of the owner. This reduces risk and makes the business more transferable.
Culture – Finally, nurture the DNA of the organization. A healthy culture creates resilience and attracts talent, making the business more attractive to buyers.
Notice the order: low cost, high impact, de-risking actions come first. These quick wins create momentum and buy-in, while higher-investment items like leadership development and cultural initiatives come later in the process.
Why This Matters
Setting SMART goals in the right sequence ensures you’re not just “busy” but actually building transferable value. In fact, in nearly every successful exit or growth story, the businesses that maximized their outcomes weren’t the ones with the most ambitious revenue targets - they were the ones that methodically eliminated risk, clarified strategy, and aligned people and processes with measurable goals.
When you build your roadmap around these priorities, you not only make your company more profitable today but also future-ready for when opportunity comes knocking - whether that’s a sale, succession, or simply achieving the lifestyle you envisioned when you started this journey.
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