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Discovering Purpose: Developing Mission, Vision & Values

Copyright 2005. Strategic Thinking Institute. All rights reserved. Discovering Purpose: Developing Mission, Vision & Values By: Rich Horwath That business purpose and business mission are so rarely given adequate thought is perhaps the most important cause of business frustration and failure. Peter Drucker Why did you attend that meeting this morning? Why have you chosen to pursue customer segment X and not customer segment Z? Hopefully, the answers support your business purpose, either current or future. Understanding why is perhaps the most motivating and success-driving reason for realizing your full potential.

business, customer targets and competitive arena are addressed in the mission statement, it naturally serves to begin defining elements of the business strategy. Defining these elements also forces you to decide what not to do, one of the key characteristics of strategic thinking.

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