1
Finding Purpose
It’s August and the start of the Medical Device Company’s annual planning process. Cindy, the company’s CEO, sends an email to Medical Device Company’s executives to share her new strategic goal:
We need to regain the competitive edge from our competitors. We must show that we can release new innovations faster than any other company. To that end, we need to patent and release a new knee replacement technology next year. In the interest of showing positive returns to our shareholders, this product also needs to be net-positive by the second half of the year.
The email continues, requesting the executive team to individually prepare strategies toward this strategic goal:
I am excited about our future, but we can only do this ...
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