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Posted on March 11, 2022
Have you ever heard a bold vision or idea that left you feeling inspired – but also scratching your head wondering how it would ever become a reality? After 15 years in management consulting, I saw so many companies struggle with turning a compelling vision into a strategy and plan that they could deliver.
When I first started working with Ultragenyx in 2015, I collaborated with the Executive Team to create the company’s 2020 vision and strategy. We shared it with the then 100-person organization and integrated this vision into the fabric of the business, which included creating a strong culture to support it.
After two years of tremendous growth, we observed that our bold vision – while clarifying, inspiring and unifying – wasn’t enough. We needed to chart a clear course to achieve the vision. This meant having robust, thoughtful conversations about the intentional choices we would make and the milestones we needed to hit year after year. From those series of conversations Our RARE Formula was born.
Our RARE Formula was inspired by the 20 Mile March concept Jim Collins describes in his book, Great by Choice. Collins uses the analogy of someone hiking across the United States by marching at least 20 miles a day, every day. He explains how that person could accomplish their goal faster by committing to walking 20 miles every single day, rain or shine, rather than walking for 40-50 miles in good weather and then very few miles or not at all during inclement conditions.
Inspired by this idea, Our Rare Formula became our own 20 Mile March to clarify what we need to do across our business, our pipeline, and our people to reach our bold vision. For each of these three areas we carefully spent time clarifying, crafting and pressure testing each element to ensure it was an achievable stretch.
When we shared Our RARE Formula with the organization in 2017, it was a light bulb moment for our employees. And as we built it into New Hire Onboarding and other forums, we found significant organizational benefits, including:
Since 2017, Ultragenyx has grown to over 1,100 employees, and while we will periodically assess and refine Our RARE Formula as we continue to grow and evolve, I’m proud that the framework we created back in 2015 enabled us to achieve the audacious 2020 goals and vision. Furthermore, it inspired us to stretch ourselves in new ways to create our 2025 vision to “lead the future of rare disease medicine.”
As you look at your organization’s vision and strategy, what is your 20 Mile March and how can it support you in achieving your vision and strategy?
As you look at your organization’s vision and strategy, what is your 20 Mile March and how can it support you in achieving your vision and strategy?