In part 1 we defined Digital Darwinism and the Coefficient of Adaptability . Now let’s deep dive into the MTP.

One of the most critical aspects of any successful company is to have great Mission, Vision, and Culture. There are many good articles about this, like [Execution Eats Strategy], [Culture Trumps Strategy], but today’s let’s talk about having a great vision.

A vision statement is a declaration of an organization’s objectives, ideally based on economic foresight, intended to guide its internal decision-making.

An MTP stands for a massive transformative purpose. If you ever read the book Built To Last by Jim Collins and Jerry Poras, it’s like a BHAG with purpose. It’s the higher, aspirational purpose of the organization.

Many companies have a vision statement, but not all are transformative with purpose.

MTP is

• Uniquely yours
• Highly Aspirational
• Neither narrow nor technology specific
• Aimed at Heart & Mind
• Declared with sincerity & confidence

Here’s a list of good MTPs

• Connect everyone and everything, everywhere, always
• Radical breakthroughs for the benefits of humanity
• Organize the world’s information
• Ideas worth spreading
• Make invention accessible
• Positively impact one billion people
• Improve the health and comfort of people around the world

A brand new one this week that inspired me is Mark Zuckerberg and Priscilla Chan announcing $3 billion initiative to ‘cure all diseases’. What an amazing MTP: [Cure All Diseases in the World].

Some companies vision statements

• McDonald’s: To be a modern, progressive burger company delivering a contemporary customer experience
• Starbucks: To inspire and nurture the human spirit
• Panera: A loaf of bread in every arm
• Dunkin: To be always the desired place for great coffee beverages and delicious complementary donuts & bakery products to enjoy with family and friends

How many of these statements will drive long term strategy and sustained business innovation? Which one will stretch the thinking of the organization and drive advocacy? Which one is massive and with purpose?

What could be the MTP for The Restaurant of the Future?

• To Feed the World
• To Connect the World through Food and Beverages
• Universal Basic Nutrition
• Feed Body and Soul of every Human Being
• Advance Nutrition through Health and Science

Once you define your MTP, proceed to refine your long-term strategy, short-term planning, and executional roadmap. To help refine strategy, one particular tool I love is Scenario Planning , which starts by envisioning multiple plausible futures, then proceeds to build a business strategy based on the scenarios, which I will show in the next article .