What business needs to look for

You’ll hear a wide range of business objectives. Know what you’re looking for before you begin.

It's important to know what your vision, mission, goals, strategies, tactics and objectives are.

This diagram shows a strategic business pyramid with your agency’s vision at the top of the pyramid. Underneath is the mission, followed by the goals. Underneath goals are your strategy and tactics, which sit above objectives.

The strategic pyramid

Each agency should have a core vision, something everyone is trying to achieve. They achieve this with their missions, which have goals, then tactics to achieve those goals.


An aspirational future state for your agency. Use a single statement describing what your agency looks like after it has achieved its missions.


Government services are transformed to better meet user needs.


The inspirational, but achievable, purpose of your agency. You may have several missions to describing different areas of your agency. Use a statement that details who you help and how you help them.


We enable government agencies to deliver user-centred content more efficiently.


The measurable outcome of what you’re trying to achieve through your mission. Use SMART goals - specific, measurable, attainable, relevant and timely.


To reduce gov.au domains by XX% by the year XXX


Framework for how your agency will deliver its goals.


To provide a strategic content framework and best practice guidance to empower and equip agencies.


Tactics are more about the details of what you do, how you do it, when you do it, where you do it etc.


To provide tactical solutions. Tactics are the plan for delivering your strategy.


The markers of success on the way to achieving your goals.


XX agencies have joined the whole of government content strategy working group.

Other things to look for

You’ll hear and find a lot of things when looking for business needs. Pay attention to other areas such as:

  • what the agency wants to communicate
  • key messages
  • business priorities
  • business challenges and problems
  • measures of success
  • compliance and standards
  • investments made in digital
  • dependent on other government agencies