PROCTER & GAMBLE’S LONG-TERM GOALS by A. G. Lafley

“We’ve focused brands on the strength of brand equities, which demands a longer view than tactical brand-budget planning.

We’ve also designed the Company’s career development systems to focus on the longer term by planning the next two to three assignments for top-development candidates, which means looking out six to eight years.

What’s most important about these examples is the rhythm: we deliver the near-term, we invest in and plan for the mid-term, and we place experimental bets on the long-term.

As those long-term bets are qualified, they become mid-term priorities which then, on a rolling basis, become the near-term results we focus on delivering reliably and consistently year after year.”

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PROCTER & GAMBLE’S LONG-TERM GOALS by A. G. Lafley

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