SEVEN

Back from the Future

Strategy is the path that takes your company to the ideal future. Strategic planning starts with knowing where you are now, envisioning your ideal future, then focusing on what needs to change in the present to create the future.

What Is Your Business?

Before you can decide where you want to go, you have to know with complete clarity where you are today.

Start by asking: What is your business today? Describe it clearly. Describe it in terms of what your product or service actually does to change or improve the life of your customers.

Many people are not quite sure what their business actually is. A good example comes from the history of the railroads. The railroad companies used to think that their business was running ...

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