Catherine Neiswender
Jenny Erickson
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All the data generated
and process has led to
this point
The issues identified
during this step
represent those the
organization believes
will significantly affect
its future.
...a fundamental challenge affecting an
organization’s mandates, mission, product
or service, clients, costs, financing,
organization or management about which
something can be done.
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A strategic issue is different than
an ‘operational’ issue.
University of Wisconsin-Extension •
Cooperative Extension © 2001
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..is likely to confront the organization sooner
rather than later. Being an immediate crisis
doesn’t necessarily make it strategic.
.. if not addressed, will not significantly affect
major organizational features such as
mission, product or service mix, etc.
How Do You Know When You’re Strategic?
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When will this issue affect
your organization?
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What kind of an impact will it
have on your organization?
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Will addressing this issue
require a new service,
product, staff, and/or
significant increase in
financial resources.
How Do You Know When You’re Strategic?
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How apparent is the best
approach to resolve the
issue?
Is the issue politically or
socially volatile?
Is there major financial risk?
Is the issue on the radar
screens of powerful
stakeholders?
Internal Weaknesses Addressed:
 Try to do too much given size of staff
 Inadequate size of staff
 Don’t plan ahead- lack of vision and work
plan
Internal Weaknesses/External Threat Addressed
 Our endowment is too small
 We don’t have a good way to recognize donors
 We’re competing with other environmental
organizations for resources
External Threats/Internal Weakness Addressed
 The best board candidate are committed to
other boards
 Our funders would like us to have a stronger
board
 Board lacks capacity to govern
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Sticky Note/Issue Theme: Developing a
culture of serving needs of students
Strategic Questions: How respectful are we
to students? How effectively do we respond
to legitimate student needs and concerns?
How “student friendly” is our campus?
Strategic Issue: How can we create a
campus spirit of responsiveness to
legitimate student needs and concerns
which would increase student satisfaction
with their UW Fox experience?
Strategic Goal: Enhance a campus spirit of
responsiveness to legitimate student needs
and concerns which would increase student
satisfaction with their UW Fox Valley
experience.
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Its an Art
Important because it
can drive the solution
space
Useful in addressing
conflict (re-framing)
Takes time
Can happen at several
points in this Step
We need “butts
in the seats!”
The Issue:
How can we
better advertise
and promote
our programs?
The Issue:
How can we develop a
performance arts
program that the
community enjoys?
Availability
Dorms
Bars
Drinking
on
Campus
Abuse
Driving
Sale to
underaged kids
Second
language
skills
Level of
incoming
students
Curriculum
flexibility
Academic
Standards
Remedial
Math
Expectations
of employers
Issue Framing Worksheet
Framed as a question
Range of
Solutions/Solution
Space
Consequences of this
Framing
Example: How can we
Example:
keep the bars from selling outreach/education to
too much alcohol to kids? bars, legislation/policy
Example: may be very
difficult, politically
challenging, up against
the Tavern League, may
drain the org’s resources
Framed as a different
question
Range of
Solutions/Solution
Space
Consequences of this
Framing
Example: How can we
keep kids who have had
too much to drink from
driving and endangering
themselves?
Example: can focus on
alternative transportation
methods, peer pressure
among students
Example: peer pressure is
known to be effective,
easier to make
partnerships with other
modes of transportation
providers
Indire
ct
Goal
s
Visio
n of
Succe
ss
Oval
Mappi
ng
Issue
Tensio
nsSystem
s
Analys
is
Direct
Strategic Issues
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Review mandates and
mission, and SWOC
Generate issues, stated as
questions with more than
one answer.
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For each issue, or group of similar issues ask:
◦ What is the issue, stated as a question?
◦ What factors make it strategic?
◦ What are the consequences of not addressing it?
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Remember to use the Litmus test
University of Wisconsin-Extension •
Cooperative Extension © 2009
Group Exercise (S5-8)
1.) Review mission and SWOC themes
2.) Brainstorm a list of five strategic issues (phrase as questions)
2.) Use the litmus test worksheet to determine if the issues are
operational or strategic
3.) Use the issue framing worksheet to clarify or reframe issues
4.) Use a decision matrix to select ONE strategic issue