Dr. Liedtka says: “Strategic intent provides the focus that allows individuals within an organization to marshal and leverage their energy, to focus attention, to resist distraction, and to concentrate for as long as it takes to achieve a goal.”
This concept implies both having an overarching goal or direction (you might call that your vision) and making that goal a conscious focus or, in this wonderful definition for intent I found online “the act of turning your mind toward” an outcome or object.
In my approach to our sector, this intent is the change that we want to see in the world. A change that we are completely passionate about, that channels our every action for the future.