View from the Top: What business are you in?
In my studies, the organisation often held up as being a model for having clarity of vision is Walt Disney. Its mission, “to make people happy”, captures its customer focus, purpose, culture and has been a guide for years about what the company should engage in and presumably avoid. However, to paraphrase the BBC, other vision or mission statements are available.
The answer to the question ‘what business are you in?’ reveals the core of an organisation’s motivation, purpose, drive, ambition and measurement of success. Presuming, of course, that they live up to
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