Our industry is changing so fast due to technology and automation that planning ten years out feels like a guessing game. How do we set a meaningful 10-Year Target™ when we do not even know what our market will look like in three years?

Question

Tyler Smith · Accepted Answer

In an economy disrupted by rapid technological advances, planning ten years into the future can feel like a waste of time. Owners wonder how they can set a 10-Year Target™ when they do not even know what technology will look like in three years.

Your 10-Year Target™ is not a rigid operational blueprint; it is your business's North Star. It defines where you want to go, not the exact technology you will use to get there. It gives your leadership team a shared destination so you do not get distracted by every passing industry fad.

When setting this target on your V/TO®, focus on the core capability or the fundamental customer problem you solve, which rarely changes. For example, customers will always want faster service, lower costs, or higher quality. Base your target on these enduring needs.

As the market shifts, your execution strategy will adapt, but your destination remains the same. If you do not have a clear long-term target, your weekly Rocks and quarterly goals will drift, pulling your business in different directions. Set your target, accept that the path to get there will change, and use your quarterly planning sessions to adjust your course as the future unfolds.