"People don’t want
quarter-inch drills.

They want
quarter-inch holes."

Theodore Levitt

Whether a corporation or entrepreneur,
having a great business strategy is
important for success. Unless an
organization understands it's purpose it
cannot develop a shared vision of

As Levitt point out a business making
and/or selling screwdrivers does not
have a clear vision because people want
holes more than they want  specific tool.

Coke and Pepsi learned that it is more
critical to be a hydration company than it
is to simply be a cola company. This
broadened their scope nd allowed them
to find a path that was different than
Royal Crown, which was once
America's largest cola seller.

When a vision and mission clearly
differentiates itself from competitors both
employees and customers understand
the value proposition the organization
makes possible.

Click this link to find all the
strategy resources.

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