{"id":31532,"date":"2025-09-04T22:16:41","date_gmt":"2025-09-04T22:16:41","guid":{"rendered":"https:\/\/certifeka-edu.com\/programs\/personal-development-leadership-professional-certificate-2\/lessons\/lesson-3-linking-importance-2\/"},"modified":"2025-09-04T22:16:41","modified_gmt":"2025-09-04T22:16:41","slug":"lesson-3-linking-importance-2","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/sample-course\/lessons\/lesson-3-linking-importance-2\/","title":{"rendered":"Lesson 3: Linking Importance"},"content":{"rendered":"

\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Lesson 3: Linking the Vision with the Strategy<\/h2>\n

Example<\/h3>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Now let’s take an example of a very well-known organisation that once had a failed direction when it didn’t link the vision to its strategy.
When the vision does not match the strategy – A clothing brand startup
An example of how not linking the vision to the strategy can cause very negative outcomes, is an online clothing brand startup that I came across a few years ago as a consultant.
They initiated the business in mid-2015 with a vision of “To be the first destination for customized shirts by giving the design power to consumers”.<\/h5>\n
That vision doesn’t look too bad, it’s ambitious and shows purpose.<\/h5>\n
They also created a strategy for their first 3 years.<\/h5>\n
Not bad for a startup, especially that the founders were 26 & 27 years of age,
A great dream for entrepreneurs to go for building their own businesses.<\/h5>\n
Even though they were full-time employees in a large corporation, they still aimed for the dream of owning their business.<\/h5>\n
The business idea was about creating t-shirts that you can customize online yourself with a big variety of designs and have printed and shipped to you,
Basically, wear whatever you want to wear instead of being forced to wear clothes that have different brand names and designs.
To put it in simpler words, you can create your own t-shirts with less cost and faster shipping.
After operating for almost 2 years, they had a presentable website, a team of 6 people excluding the 2 founders.
Their team consisted of 2 operators, 1 graphic designer, 1 partnerships & sales rep, and 3 technology developers.<\/h5>\n
The 2 founders created 10 designs and started prompting those designs across all the different marketing channels.
Their first month of the launch was great and they had an average of 10 orders per day after 2 weeks.
Their aim in the 4th quarter of 2015 was to get an average of 50 orders per day which wasn’t achieved till the 2nd quarter of 2016 due to many technical issues and external suppliers’ complications.
They considered this a regular cost for having a startup and kept pushing forward.<\/h5>\n
In the 3rd quarter of 2016, they aimed to get an average of 200 orders per day by pushing marketing efforts on their designs but they didn’t reach half of it.
Some days they would get 50 and other days they would get 5 which is a big difference between the goal and the outcome.
In 2017, They requested a consultation on their business model since they are not driving enough revenue to support their cost of operations for almost 2 years,
They were basically spending a lot from their own pockets and started panicking that the cash is running out.
Naturally, the first place that I thought I should look is their cost, since they are a startup, already in operation and have a running cost, sometimes in the initial stages of a startup the place where you spend your money could be the issue.<\/h5>\n
Naturally, the first place that I thought I should look is their cost, since they are a startup, already in operation and have a running cost, sometimes in the initial stages of a startup the place where you spend your money could be the issue.
So I thought to start simple and requested to look at how their monthly cost can be reduced to reach a breakeven point, maybe it’s a simple resolution, not everything has to be complicated, bearing in mind that they didn’t have much practical experience in the market so cash spending and recording definitely could be a factor.
But after looking at their spending, it turns out they were very efficient with it and had really good deals, compared to the market, with their external suppliers.
So clearly, the cost wasn’t the issue. Then I started having more interest in understanding what could possibly be the issue. The idea is brilliant and their website had a smooth user experience with a very decent user interface.<\/h5>\n
They were getting website visits but not much conversions.<\/h5>\n
They tried reducing their prices, pushing marketing campaigns, tried having corporate deals and partnerships to increase their sales but it didn’t work as they wanted it to.<\/h5>\n
They had spiked over the 2 years but even after these spikes they were still in loss and paying from their own pockets.
I started digging deeper into their business model so I requested to see their full strategy, starting with their vision, moving to the mission, goals, strategic objectives, and their short-term objectives.<\/h5>\n
They didn’t have a clear mission statement because they didn’t properly define it and at the start, their goal was to get conversions and then it was changed to getting an average order per day so they can pitch their product to an investor and ultimately get funded, that’s the goal for any start up right? And there were the issues.<\/h5>\n
\n\n\t\t\t\t\t 1. Focus loss:
\n\t\t\t<\/path><\/svg>
\n\t\t\t<\/path><\/svg>
\n\t\t\t\t\t\t<\/summary>\n
They wanted to enter the market to resolve an issue of freedom to wear what they design and want for themselves with a click of a button but that focus deviated and shifted as the days went by to focusing on getting the conversions in any way possible and they got lost from their original aim.
Getting conversions is not a bad goal to focus on but it can’t be the only goal because then you won’t be thinking about solutions for the main issue you’re addressing, you’d only be focusing on how to get more conversions with the current setup.<\/p>\n<\/h5>\n<\/details>\n
\n\n\t\t\t\t\t 2. Lack of innovation:
\n\t\t\t<\/path><\/svg>
\n\t\t\t<\/path><\/svg>
\n\t\t\t\t\t\t<\/summary>\n
Getting conversions is not a bad goal to focus on but it can’t be the only goal because then you won’t be thinking about solutions for the main issue you’re addressing, you’d only be focusing on how to get more conversions with the current setup.
They didn’t spend time creating new designs nor did they hire someone to focus on it to keep innovating.<\/h5>\n
It’s right there in their vision statement but they couldn’t see it.<\/h5>\n<\/details>\n
\n\n\t\t\t\t\t 3. Leadership commitment:
\n\t\t\t<\/path><\/svg>
\n\t\t\t<\/path><\/svg>
\n\t\t\t\t\t\t<\/summary>\n
Their commitment as founders wasn’t as it should be for a startup, they were both full-time employees in a large corporation, they weren’t sticking to the targets as much and they weren’t as they should be focused on the team.
I asked them a simple question: Are you willing to commit to your business success? Their answers were not aligned.
One founder was fully on board and the other founder wasn’t because he felt like he had been spending money for so long and wasn’t as excited about the idea as the start if it will cost more money.<\/h5>\n
If the leaders aren’t committed and invested in the business, the business will barely float but it’s deemed to sink at some point.<\/h5>\n<\/details>\n
They wanted to enter the market to resolve an issue of freedom to wear what they design and want for themselves with a click of a button but that focus deviated and shifted as the days went by to focusing on getting the conversions in any way possible and they got lost from their original aim.
Getting conversions is not a bad goal to focus on but it can’t be the only goal because then you won’t be thinking about solutions for the main issue you’re addressing, you’d only be focusing on how to get more conversions with the current setup.<\/p>\n<\/h5>\n
Getting conversions is not a bad goal to focus on but it can’t be the only goal because then you won’t be thinking about solutions for the main issue you’re addressing, you’d only be focusing on how to get more conversions with the current setup.
They didn’t spend time creating new designs nor did they hire someone to focus on it to keep innovating.<\/h5>\n
It’s right there in their vision statement but they couldn’t see it.<\/h5>\n
Their commitment as founders wasn’t as it should be for a startup, they were both full-time employees in a large corporation, they weren’t sticking to the targets as much and they weren’t as they should be focused on the team.
I asked them a simple question: Are you willing to commit to your business success? Their answers were not aligned.
One founder was fully on board and the other founder wasn’t because he felt like he had been spending money for so long and wasn’t as excited about the idea as the start if it will cost more money.<\/h5>\n
If the leaders aren’t committed and invested in the business, the business will barely float but it’s deemed to sink at some point.<\/h5>\n
As simple as these issues might look but this affected their whole goal setting strategy, their progress and obviously their small team.
All efforts and target creation was aimed and limited to getting an investor because they felt like they were spending cash and wanted to get a return but they didn’t stick to their vision, they didn’t create goals to support this vision and they weren’t committed enough to make the business work.<\/h5>\n
They lost sight of their business advantage and the solution they wanted to present.
Currently the two founders had to shut down the brand and reinvent themselves into a different type of solution within the fashion industry but from their first brand experience, they definitely learned how to avoid that in the future and also you now can see what could happen when there’s a lack of connection between where you want to be and how you want to get there.
You’ve come to the end of the first course of your leadership development module, we hope you’ve enjoyed it and see you in the next one!<\/h5>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-31532","lesson","type-lesson","status-publish","hentry"],"yoast_head":"\nLesson 3: Linking Importance - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/sample-course\/lessons\/lesson-3-linking-importance-2\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 3: Linking Importance - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 3: Linking the Vision with the Strategy Example Now let’s take an example of a very well-known organisation that once had a failed direction when it didn’t link the vision to its strategy.When the vision does not match the strategy – A clothing brand startupAn example of how not linking the vision to the […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/certifeka-edu.com\/ar\/programs\/sample-course\/lessons\/lesson-3-linking-importance-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Certifeka-edu\" \/>\n<meta property=\"og:image\" content=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u0648\u0642\u062a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0651\u0631\" \/>\n\t<meta name=\"twitter:data1\" content=\"8 \u062f\u0642\u0627\u0626\u0642\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"WebPage\",\"webpage\"],\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/sample-course\\\/lessons\\\/lesson-3-linking-importance-2\\\/\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/sample-course\\\/lessons\\\/lesson-3-linking-importance-2\\\/\",\"name\":\"Lesson 3: Linking Importance - 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