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INTRODUCTION

RG

In Lewis Carroll’s Alice in Wonderland the Cheshire cat tells Alice that if you don’t know where you are going, “it doesn’t matter which way you go.” This is a trap that businesses must avoid—the starting point for any new venture is having a goal and there must be a clear strategy as to how to get there. It is also essential to have a vision of what success will be like once that goal has been reached. This vision must be shared and understood by everyone so that the company has a common objective.

Following a vision

Making decisions about a good business strategy starts with critical analysis, such as SWOT analysis, but it should also ...

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