Purpose, vision, inspiration, desire, intention – all words used to help articulate a goal. An enriched, improved, or enhanced state. Something that sparks passion, that creates a fire, that ignites action.

So, what makes aspiration different? We believe there is an important nuanced difference. Aspiration is about all of those words AND is infused with ambition – an appetite for excellence. Not just an improved state, a transformation.

Extraordinary performance begins with aspiration – the articulation of an ambitious goal, the fundamental reason why it’s valued, and the indicators that it’s been achieved. Regardless of whether we’re talking about an organization, a team, an individual, or a project, the journey begins with defining What is desired, Why it matters, and When success is evident.

Once aspiration is clear, it must be paired with a strategy – the imperatives and means to pursue the aspiration. As former NFL player and coach Herm Edwards popularized: “A goal without a plan is a wish.” Strategy is about making informed, and often difficult, choices: How to reach the aspiration – the focus, the investment, and the capabilities that drive achievement of the goal.

Establishing aspiration and strategy is intensive work – as it should be – it’s too important to take lightly. It’s the reputation you want to convey and live up to, it’s how you want to be known, it’s legacy making. The words matter – purposeful, poignant, precise. The plan matters – substantive to drive intent. A clear, succinct, and calibrated message requires thinking, and evoking inspiration requires authenticity. Thorough contemplation of choices is critical, they fortify the alignment of the aspiration and the strategy.

Compelling aspiration and strategy demand truth, trust, and transparency – read that again. This is what we mean when we say it’s intensive work. Then again, the extraordinary doesn’t and won’t come easily. People that are inspired by a compelling aspiration and strategy are more motivated to transform and energized to sustain the course.

PDG thrives on the challenge, the rigor, and the rush of this intensive work. Witnessing the shifts, revelations, and breakthrough experiences that occur during our Aspiration & Discovery sessions creates genuine commitment for change.