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The Omnigoal check

A tool

The Omnigoal check

Each core puts one question to a strategy. Under each question sit the areas the core is made of. For every area, say honestly where you are: settled, talked about, or not looked at yet.

What comes out is not a score. Covering an area says nothing about whether it was covered well, so the check only tells you one thing — which areas nobody has looked at. That is usually the more useful thing to know.

Nothing you enter leaves your browser. There is no account and nothing is sent anywhere. Your answers are kept on this device so you can come back to them, and you can clear them at the end.

The eight questions come from the guide to business strategy, where they are the last check before a strategy is signed off.

Company or project (optional)

Goal Core Business Core Brand Core Vision Core Market Core Omni Core Data Core Time Core What has not been examined

Core

Goal Core

What are we trying to achieve, by when, and how would we know?

PurposeWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Short term goalsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Long term goalsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Tactical goalsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Strategic goalsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Business Core

What must we own, build, hire or partner for in order to deliver it?

HRWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Value PropositionWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

MonetisationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core CompetenciesWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Business AssetsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Operational SystemsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

PartnersWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

StakeholdersWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

FinanceWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Supply ChainWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Manufacturing OperationsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

ComplianceWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

TechnologyWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

OrganisationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

GovernanceWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

InnovationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Brand Core

What do we intend to be understood as — and can we keep that promise?

Brand promiseWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Brand IdentityWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Brand PositioningWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Brand ValueWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Brand PerceptionWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Brand NarrativeWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Vision Core

What future is this for, and what will we decline on the way?

Vision StatementWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Mission StatementWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

CultureWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

ResponsibilityWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Market Core

Who is the customer, what else could they choose, and where do we meet them?

Market OpportunitiesWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

CompetitorsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

AudienceWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Customer JourneyWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Marketing ChannelsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

ContentWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Sales ChannelsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Omni Core

What will the customer actually experience, across every channel?

Customer Journey MappingWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Customer FeedbackWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Customer SupportWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

UI and UX OptimizationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

PersonalizationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Loyalty ProgramsWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Omnichannel IntegrationWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Data Core

What do we measure, how often, and what result would change our mind?

KPI managementWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Data CollectionWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Performance AnalysisWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

ReportingWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Data GovernanceWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Core

Time Core

What comes first, what waits, and what breaks if we are late?

Project managementWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Market TimingWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Golden OpportunitiesWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Contingency PlanningWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

Year WheelWhat this area covers

SettledWe have taken a position and could write it down.Talked aboutIt has come up, but nothing is agreed.Not looked atWe have not got to it yet.

Note (optional)

The Omnigoal check

What has not been examined

Settled
Talked about
Not looked at

Not yet looked at

Goal Core

Purpose
Short term goals
Long term goals
Tactical goals
Strategic goals

Business Core

HR
Value Proposition
Monetisation
Core Competencies
Business Assets
Operational Systems
Partners
Stakeholders
Finance
Supply Chain
Manufacturing Operations
Compliance
Technology
Organisation
Governance
Innovation

Brand Core

Brand promise
Brand Identity
Brand Positioning
Brand Value
Brand Perception
Brand Narrative

Vision Core

Vision Statement
Mission Statement
Culture
Responsibility

Market Core

Market Opportunities
Competitors
Audience
Customer Journey
Marketing Channels
Content
Sales Channels

Omni Core

Customer Journey Mapping
Customer Feedback
Customer Support
UI and UX Optimization
Personalization
Loyalty Programs
Omnichannel Integration

Data Core

KPI management
Data Collection
Performance Analysis
Reporting
Data Governance

Time Core

Project management
Market Timing
Golden Opportunities
Contingency Planning
Year Wheel

This is a list of questions not yet asked, not a verdict on the ones that were. An area marked settled can still be settled wrongly.

The Omnigoal — CC BY 4.0, theomnigoal.com

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The Omnigoal check
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What

All Cores
Goal Core
Business Core
Brand Core
Vision Core
Market Core
Omni Core
Data Core
Time Core

The Omnigoal is shared openly as a theoretical framework.

Free for anyone to use, adapt and build upon, under a Creative Commons Attribution 4.0 licence. Version 1.0 · How to cite

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The Omnigoal by Andreas Baggesen • CC BY 4.0 • Connecting the dots in business strategy

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