We’ve all heard it: “We need to be more strategic.” While it’s a phrase we use often, its importance can’t be overstated. You wouldn’t try to grow a business without a plan, and a professional football team certainly wouldn’t head into the draft or a big game without a playbook.
However, in the grind of day-to-day operations, focusing on strategy is difficult. It’s often easier to stay tactical, focusing on getting the job done or simply keeping the ship afloat. Because the word “strategy” is used so frequently, it can start to feel like a buzzword or a bumper sticker, losing its true meaning.
To level-set, I asked AI a simple question: “What is strategic planning?” I found the answer to be refreshingly clear:
“Strategic planning is a structured process an organization uses to define its long-term direction, set clear goals, and decide how to allocate resources to achieve those goals over time.”
In simpler terms, it answers three vital questions: (1) Where are we now? (2) Where do we want to go? and (3) How will we get there?
Why It Matters
Beyond just answering those questions, a solid strategic plan provides a roadmap that:
- Offers clear direction and focus.
- Anticipates change and reduces risk.
- Aligns teams and resources toward common goals.
- Improves decision-making and prioritization.
- Encourages proactive, long-term thinking instead of simply reacting to the next disruption.
Putting Strategy into Practice
I believe a written strategic plan is essential for any business, and certainly for an association like AWCI. When I joined in 2019, the organization hadn’t conducted a formal planning exercise in several years. With a new CEO on board and volunteer leaders eager to look toward the future, the timing was perfect to start thinking…well, strategically.
With the help of a professional facilitator, we developed our 2022–2024 strategic plan. We have since updated that roadmap for 2025–2027, which you can view at www.awci.org/about.
As part of this process, we refined our Mission and Core Values:
- Mission: Connecting people in the wall and ceiling industry to innovate, grow and succeed.
- Core Values: We are passionate about helping our members succeed. We strive to exceed expectations, value diversity and foster an inclusive community of fellowship through the exchange of new ideas and improved methods.
Our Three Core Goals
To keep us on track, the AWCI strategic plan is built around three pillars:
- Advocate and Engage: Advance industry status and position.
- Innovate and Transform: Drive growth by engaging our entire membership.
- Educate and Inform: Be the first choice for education, networking, and information.
The Road Ahead
We don’t view this plan as a rigid playbook, but rather as a guide to ensure we stay between the “guardrails.” It serves as a constant reference point to keep us focused on delivering value to our members and the professionals who power the wall and ceiling industry.
While we are making excellent progress and hitting our benchmarks, the work is never truly finished. AWCI will continue to be aggressive, focused, and—yes—strategic in everything we do to serve you.
Mike Stark, CAE, is the chief executive officer of the Association of the Wall and Ceiling Industry.
