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Strategic Planning by Gary May

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Chapter 1

Vision, Mission, and Values

Every business needs a vision, a mission, and clear values. Vision provides the long-term perspective and your reason for being—why you are in business. Mission clarifies your operating focus—what you do. Values provide a framework for behavior—how you do it. You cannot delegate the development of these three elements. They are the responsibility of the owner and his or her senior leadership team. Defining vision, mission, and values represents the essence of leadership, which is setting direction and motivating others to pursue that direction.

Articulating Your Vision

The first step in a journey is to determine your destination. As Yogi Berra said, “If you don’t know where you are going, you might wind ...

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