Does your Business Purpose ‘Create and Satisfy a Customer’?

We come now to a consideration of the first of the three principles that underpin a superior strategy: ‘Business Purpose.’ As I have already indicated it is not surprising that this is the first, because it is obviously, as I think we will see, the key to all that follows. There is, beyond any question, a very definite sequence and progression in these principles.

There is no superior strategy apart from a clear business purpose. It is the fundamental characteristic of a superior strategy and all the other principles are in a sense the result of this one. As we go on to expound it, we shall see that it really means a ‘completeness’ while all the other principles are a manifestation of a completeness.  You cannot formulate and complete a strategy until this principle has been worked out. This then, is one of those statements which reminds us that there has to be a kind of realization before there can be a whole strategy.

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