一、

If there’s anything that can have a significant impact on you and your team, it’s this decision. If marketing is the product, then choosing which product to market is your most important moment. Here are some of the reasons I’ve used (and have seen others use) to make this decision:

• It’s something a major customer wants
• It’s something our technology can do easily
• Someone with a lot of power and authority in the organization really wants it
• It’ll be fun
• If we don’t do it, our competition will
• It’s important to our community or society
• It’s cheap
• It’s easy
• It will increase our margins
• It appeals to our competition’s base, thus growing our market share
• It’s Bob’s turn
• It locks in our base, making it less likely they’ll be stolen by the competition
• We didn’t launch this one last time, so its turn has come around
• It will make us look smart
• It’s the next logical item
• I love it
• It responds to an RFP
• It will burnish our reputation
• It adds a feature that our CEO really, really wants
• We have a salesforce to support, and this fills in their grid
• Our investors tell us that this is a must-have
• It will increase traffic to our site
• I can sell it to customer X
• It’s a copy/improvement over something our competition is doing
• Our current stuff doesn’t meet regulations and this does
• The critics will respect us
• We’ve come this far and quitting now costs too much
• A huge market dominator promises to promote it if we build it
• A big retailer says they’ll carry it
• A key employee is bored and this will keep them busy
• We have unused capacity in the plant

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二、

某天放学后，我们聚在一起，开始逐字分析我们过去的宣言文字，理顺澄清学习的使命。一小时之后，我们得到一句话：“……学校社区的成员将培养对学习的终身热爱，欣赏多文化体验，支持多样化学习经验。”(via)

三、

Creating S.M.A.R.T. Goals
Specific
Measurable
Attainable
Realistic
Timely
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一是决定”下一步做或选择什么”的依据；二是在决定”下一步做什么”之前要思考”做”的本质，比如使命；三是定制计划的一个系统模式。

先说二。思考本质很重要，这样可以避免偏离靶心。但我们往往在执行的过程中把它给忘了，或者更可能出现的是将原本制定的计划在行为上加以人为的修改，怎么 容易怎么执行。这必然导致整体效率低下，让每个个体无所适从，只得被动随大流了，这样不断恶性循环，想要再重新执行使命，可就难得多了。

再说一。问自己”下一步该做些什么”，答案会有很多种，那么先后顺序的选择就很重要了。上面引用了不少原文给出的影响因素，供大家参考。在看原文之前，我 同样按照习惯自己也想了想。总的来说，解决事情应该先重要后紧急。关于什么是重要的，可以按照思维导图，在纸上画一画，中心写上”使命”或”品牌的联想物“，然后思考需要做哪些事情来完成使命，那些便是重要的事情了。

三不用多说，是一个系统的总结，告诉我们如何制定出更”聪明”的目标。具体怎么完成它们，还得靠我们自己的本事。

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