"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
success.

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.

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