Buckle Up for the Future

Buckle up, entrepreneurs! Let’s embark on the most epic road trip of our business lives!

Imagine our business hopping into a snazzy convertible, sunglasses on, and a kickass playlist ready to roll. But this isn’t just any road trip – it’s a journey with a definite goal in mind, just like any successful venture should have! We’re heading towards a future, three years from now, where our business will soar high, achieving remarkable milestones we can only dream of today.

Our destination? A land of prosperity, growth, and undeniable success!

In this vision, our business has achieved jaw-dropping financial performance, experienced exponential growth, and launched innovative products that set the market on fire! We’ll be so competitive that rivals will tremble at the mere mention of our name. And of course, the cherry on top is a valuation that’ll make even the most skeptical investors drool with envy!

So, what’s the roadmap to get there? Let’s reverse-engineer our strategic milestones, starting from the final destination, and identify where we need to be at each point to ensure we reach our goals:

Final Destination: Thriving, Highly Valued Business

To map out how we get here, we must ask ourselves:

  1. Growth: What’s our growth target for the next 3 years? What targets do we need to set for each interval to reach our ultimate destination?
  2. Market Competitiveness: How can we position ourselves as the top player in the market, leaving competitors in the dust? How will we know if we’ve achieved it?
  3. Product Development: What innovative products or services can we launch to captivate our audience and drive demand?
  4. Financial Performance: What financial metrics do we want to achieve? How can we ensure consistent and robust financial performance to fuel our growth and expansion?
  5. Valuation: What’s our valuation target? What strategic moves do we need to make over time to build strong investor confidence and achieve the desired valuation?

Reverse the Gear: The Journey Backwards

Now that we have a clearer picture of what “done” looks like at the end of 3 years, it’s time to work our way backward and answer the same questions at each pit stop, 6 months, 12 months, 18 months, and so on…

At Each Pit Stop, we’ll reassess:

  1. Growth: What are the growth targets for each interval? What do we need to achieve every 6 months to reach our final destination? What are the leading indicators of success? What needs to be done immediately to build momentum for future intervals?
  2. Market Competitiveness: How can we maintain our edge and reinforce our position as the go-to choice in the market? How can we gain a stronger foothold?
  3. Product Development: What steps do we need to take to achieve our future vision for products and services? Are there specific investments we need to plan for? What’s achievable at each pit stop?
  4. Financial Performance: Are we currently managing our finances prudently to ensure a stable and sustainable start? How can we optimize our financial strategies to support accelerated growth? How do we measure success along the way?
  5. Valuation: What are the main contributing factors that will influence valuation? What priorities do we need to set for each interval to continually increase value?


And there you have it – a strategic roadmap to the envisioned destination, working backward in time, with each interval posing essential questions and milestones. This reverse-engineered journey will keep us focused, adaptable, and on track to achieve our dreams over the next three years.

So, fasten your seatbelts and get ready to enjoy the ride of a lifetime!


Linda Ruffenach

Founder / Chief Strategic Officer at Execuity. Linda is an experienced entrepreneur, skilled facilitator, and bourbon badass. Her 20+ years of C-level experience enables her to relate to the challenges business owners face every day. As the former CEO of a $100 million international enterprise, she has been through almost every stage a company can experience from fast growth, rapid decline, to complete transformation. In addition to running multiple businesses, Linda is Entrepreneur in Residence at the University of Louisville's School of Business, leading and mentoring undergrad and graduate students on their path to business ownership Linda’s superpower is turning strategy into results.