About the Award
The Richard Goodman Strategic Planning Award recognizes distinction in the practice of
strategy. Building on the broader purpose of the Association of Strategic Planning (ASP) to enable
individuals and organizations to succeed through strategic thinking, planning and action, the
purpose of the award is:
- To foster continuing excellence in strategic planning
- To stimulate innovation in the strategic planning process
- To honor organizations at the leading edge of strategic practice
Winners will be recognized for the Award in each of the following:
- Large for-profit enterprise or division of a large for-profit enterprise
- Small and Mid-sized for profit enterprise
- Governmental organization (National)
- Governmental organization (non-National)
- Not-for-profit or Academic organization
2013 Award Winner
San Diego Zoo Global
The San Diego Zoo Global's strategic planning process reflected attention to detail in the
planning program with measurable successes, together with a program that appears well rooted in the
culture of the organization, not an add-on. Of particular note is the San Diego Zoo's effective
internal connectivity program, the "Lynx."
Congratulations San Diego Zoo Global for being a leading strategic planner!
Beth Branning, Director of Vision, Innovation & Strategy, accepting the award on behalf of the
San Diego Zoo Global at the 2013 Annual Conference in Atlanta, GA, this past April.
Past Award Winners
Honorable Recognition: Government Category
Environment & Sustainable Infrastructure Division, Water and Wastewater Group
City of Hamilton, Ontario, Canada
- The ASP will feature the winner(s) of the award at its Annual Conference.
- The Press will be invited to the conference presentation.
- A banner for the winning organization(s) will be placed on ASP'S website for one year.
- The winner will receive a trophy commemorating the achievement.
- ASP reserves the right to develop an article about the winning organization when appropriate.
The recipients of the Richard Goodman Strategic Planning Award will benefit in several ways:
- The winners of the award are recognized as strategic leaders in the business community and
gain visibility for their organization and initiative through media coverage of the ASP annual
conference event and award program.
- The application procedure as well as the award itself highlight and promote the strategic
planning process within the winning organization, fostering internal recognition and
- Recipients of the award benefit from an independent assessment by a qualified judging panel
of their organization's strategic planning process and methodologies. The ASP's panel of judges
includes premier strategists within the academic and business communities.
Applications are judged on seven key criteria:
- Process: The degree to which the applicant demonstrates competency in the strategy formulation process itself.
- Industry Analysis: The degree to which industry members and industry trends are factored into the process.
- Customer Analysis: The degree to which the applicant demonstrates the knowledge and use of customer data.
- Implementation: The success of the strategic plan implementation process including the degree of alignment around the plan and the extent to which strategic goals are realized.
- Process Improvement: The degree to which the applicant organization applies a structured learning process to apply earlier lessons learned to the present strategic plan.
- Innovation: The degree to which the applicant uses innovative elements in the strategic planning process.
- Performance Management: The degree to which performance measures are used to determine the success of the strategic plan
Each year, through the Richard Goodman Strategic Planning award, the ASP recognizes distinction
in the practice of strategy within organizations that have demonstrated excellence in the design,
application and innovation across the practice of strategy. A diverse committee of specialists in
strategy and management are assembled as judges to review entries and select award finalists. John
McGonagle, The Helicon Group, has chaired the award committee for the past four years with support
from the following committee members:
Dr. Anil Nair, Old Dominion University
Gaye Clemson, Globalinkage Consulting
George Koncikowski, New Phoenix Group, LLC
Sunny K. Kapoor, ThinkPartners, LLC
For the 2013/2014 Committee John McGonagle will be stepping down as chair and ASP is pleased to
announce that Sunny Kapoor is the incoming chair. John will remain on the committee thus ensuring
continuity and change. ASP thanks John for all his hard work and dedication over the past four
Below is a key excerpt from a recent interview with Sunny K. Kapoor, incoming Chair of the
Richard Goodman Award Committee and outgoing Chair, John J. McGonagle:
ASP: Why is the Richard Goodman award so unique in the strategy domain?
John: As far as I know, the Goodman Strategic Planning Award is unique in several ways. First, it
awards innovation, not simply doing something well. Second, there is no requirement that the award
be given every year. That means that the committee decides not only how well the candidate is doing,
but whether it is truly the kind of strategic planning process and strategic managing process that
should be held up to others as an example of best practices. Third, it takes into account the need
for a candidate demonstrate an actual impact on the organization, not just a stylistically
interesting process. And fourth, it gets into the nuts & bolts: it specifically asks how those
conducting the strategic process collect data they use on their competitors, customers and
Sunny: It is unique in that there is no similar award in the industry that recognizes successful
application of exemplar strategic planning practices on an international basis. A Richard Goodman
awardee may not have scored extraordinarily along ALL dimensions of strategy - but they would
certainly have hit the KEY dimensions - ones most relevant to their organizations - out of the
ballpark. Said differently, we look at a broad array - how an entity made strategic assumptions
explicit, how it cascaded strategy into performance metrics, how the strategy was communicated, how
it was translated into action, how it was made adaptive (e.g. addressing uncertainty) to rapid
marketplace change, and the like - to measure the overall effectiveness of the strategy process in a
firm. The award is unique in that it works best for organizations that seek breakthrough performance
through strategy (vs. incrementalism).
Read the full interview...
Award Application and Winner Notification
Organizations that wish to be considered for the Award must complete an application and
submit it to ASP
no later than January 31, 2014:
The award winner will be publicly announced in March 2014. The award will be presented at a formal
ceremony at the Annual Conference of the Association for Strategic Planning in 2014.
The recipient will be expected to participate in the Annual Conference. on May 12-14 2014 in Long Beach,
California, USA. The recipient will be expected to participate in the Annual Conference.