From Vision to Focus: A Strategic Refresh
by Sonja Bochart, IIDA, LEED AP, LEED AP BD&C, WELL AP, LFA, and Annelise Pitts, AIA, LFA
Most strategic planning begins with a familiar question: What should we do next?
We believe there is a better place to start: Who are we becoming?
When organizations reconnect with what makes them uniquely themselves, their Essence, strategy becomes more than a list of initiatives. It becomes a living framework that brings clarity to decision-making, creates alignment around a shared purpose, and provides the flexibility to evolve without losing sight of what matters most.
AIA Utah 2026 engagement with Lens. Image © Shepley Bulfinch.
That philosophy shaped a recent strategic refresh that Lens facilitated with the American Institute of Architects Utah Board (AIA Utah).
During a half-day retreat, we worked alongside board members to uncover the qualities, values, and strengths that distinguish the organization and define its unique contribution to Utah’s architecture community. Rather than beginning with tactics, we began by listening for patterns, identifying what was already alive within the organization, and exploring where its greatest potential for impact exists.
AIA Utah 2026 engagement with Lens. Image © Shepley Bulfinch.
An important part of the process was bringing greater coherence to the organization’s strategic direction. As a statewide component of a national membership organization, AIA Utah’s strategic direction is influenced by both local and national dynamics. We explored how to align priorities with AIA National’s strategic framework while remaining rooted in the needs, opportunities, and identity of Utah’s architecture community.
We also worked collaboratively to refine the language of the plan. Through memorable, consistent messaging, the strategy became more legible and actionable. We were able to summarize the resulting plan in a clear, single-page document—something we believe is a hallmark of any plan designed to be consulted regularly across an organization.
The outcome was more than a refreshed strategic plan. The board left with greater clarity about where to focus, stronger alignment around its priorities, a practical roadmap for moving forward, and a shared language that will help guide future decisions. Most importantly, the strategic refresh strengthened the connection between the organization’s purpose, its people, and the work ahead.
At Lens, we see strategy as a living practice rather than a static document. Our role is not simply to help organizations decide what to do next, but to help them uncover what is most essential, create coherence across ideas and people, and develop strategies that can adapt, grow, and regenerate over time.
Sonja Bochart, IIDA, LEED AP, LEED AP BD&C, WELL AP, LFA
Director
Sonja leads Lens using regenerative, living-systems strategies to advance well-being, place, and community, driving meaningful impact and transformative change for people, projects, and organizations.
Annelise Pitts, AIA, LFA
Senior Architect, Associate
Annelise is a passionate designer, researcher, and advocate for justice, equity, diversity, and inclusion in the built environment.