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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