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How is a Universally Successful Destination different to a company vision or mission?

What is a Universally Successful Destination?

The Potentuel approach is designed for organisations, leadership teams and shareholders that have realised the world has changed and that now is the time to develop a new relationship with their people and through them their customers.

There is the opportunity to drive sustainable future business growth, competitive advantage - plus retain and attract talent in a post pandemic world.

The Universally Successful Destination is the engine room of this approach. The ultimate prize enabling everyone to experience their full potential and play their part in the innovation and growth of their business.

How is a Universally Successful Destination created?

Unlike the usual ‘word-crafting’ that is presented to or even imposed on people, leadership teams and talent combine forces to create a new meaningful business purpose, vision, and mission which centres on the customer.

A crystal-clear north star and shared direction of travel, developed by all and backed by operational plans, metrics, and everyday deeds.

What does a Universally Successful Destination do?

Such a destination also goes beyond the marketing mantra of a mission statement. Whilst a vital ingredient in the toolbox, they can lack emotional and rational connection. A Universally Successful Destination embraces the diversity of the individual and their talents. It embraces voice and choice. It aligns everyone’s power in such a way to scale human abilities exponentially.

What are the three crucial ingredients in a Universally Successful Destination?

1. Talent

  • People who want to be part of the future success of their business and have the trust to express their ideas, criticisms, and feelings openly and safely without judgement.

  • Have the maturity to grasp this new responsibility enthusiastically and seriously.

  • Want to influence more than just where or how they work but actively contribute to the mission, vision, innovation, and commercial success of their enterprise.

  • As the closest to the processes and experiences that most need to be improved they are best placed to rethink the present business.

2. Leadership

  • Servant leaders and shareholders who genuinely respect the views of their people, recognise them as their most valuable asset and primary source for future success and competitive advantage.

  • Want to listen and are prepared to (enthusiastic even) about change. They want to know – good and bad – how their people feel and what they think. They are keen to prioritise and enact their new ideas.

3. Process

  • Aligned to the financial year with no daylight between the business plan, objectives, mission, vision, and the people plan of the organisation.

  • Simple, methodical and pragmatic, working alongside internal teams, systems, culture and building on existing successful initiatives. A strategic solution, but where low-hanging fruit identified and addressed at speed.

  • Refined and optimised through three inter-connected workstreams, starting with people engagement which powers a new improved service culture and in turn customer leadership. All three are developed concurrently and feed into the pursuit of the ultimate prize - a Universally Successful Destination for everyone.


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