You’ve done the strategic planning, maybe with a consultant or coach, and you’ve got the action plan.

You’ve done everything right. And yet, it’s still not rolling out as well as you had envisioned.

That’s because conventional strategic planning techniques only go so far. They are missing an important ingredient that materially affects your business’ presence and success in the world. The business-as-usual approach leaves the vibrant essence of your company untapped. You haven’t let the genie out of the bottle yet.

That genie is impact.

For you and your company to have maximum impact, it must be embedded. In your strategy. In your marketing. In your daily operations.

Impact is where your unique company meets the world and makes it a better place for all of us, all while making a profit.

The good news is, more focus on impact means more profit for your company. Profit-only focused companies are dying out, while impact-focused companies are on the rise. Impact-focused companies bring in an order of magnitude (12-14 times) more revenue.

So it makes complete financial and societal sense to integrate impact into your business.

In order for you to have both income and impact, you have to infuse impact into every aspect of your business.

You cannot move toward impact (or anything else) incidentally, or whenever you happen to think of it, and still expect to have as much impact.

Your strategic decisions have to reflect the impact you intend.

Your marketing and sales have to be planned and implemented with the clear intention of impact implicitly or explicitly in all your marketing materials, in every promotion, in your content, and in every interaction.

Your daily operations have to reflect the impact you want to have. You and your staff have impact in how you show up, every day.

That is how impact is built: one day at a time, one decision at a time.

You always have choices.

When you make a choice for impact throughout your business, your impact, and your revenue, will exponentially expand.

More coming soon: a series on how infusing impact in your strategy, marketing and sales, and operations works, and how it affects your company’s success!

Author's Bio: 

Ursula Jorch is a speaker, business coach and consultant who helps entrepreneurs grow a successful business that makes a difference in the world. A 21-year successful entrepreneur herself, Ursula helps you define the difference you want to make in the world and develop strategy and marketing so you have ever-expanding impact.

Find Ursula on her podcast, Work Alchemy: The Impact Interviews where she interviews impactful entrepreneurs and leaders like Seth Godin and Marianne Williamson, and at for free resources for you and your business.

This article was originally published at and has been syndicated with permission.