chapter 6
Understanding your vision and mission
Once you understand your purpose, you can clarify your vision, the what you want to do, and your mission, the how.
Clarifying both enables you to create a picture in your head of both what you want to do and how you might go about it.
Vision provides the helicopter view of how our brand can better serve others. Defining your mission will move you closer to how you can achieve this.
This chapter will show you how to define your brand by articulating both your vision and mission, which moves you from the intangible towards the tangible.
Vision statement
A vision statement is a future-focused short ...
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