Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

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Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"Page 82and your suppliers—those relying on the success of your business. The purpose of the vision statementyou will create in Exercise 19 is to motivate people and have them draw a positive inference from a fewwords describing your company. Make this vision statement a part of your logo; put it on your businesscards, letter-head, business forms, documents, advertising, and public relations pieces.The following is a sample list of vision statements, most of which you will recognize:• Solutions for a small planet.—IBM• For the life of your business.—AT&T• Where do you want to go today?—Microsoft• Coverage, Community, Commitment.—WMAR-TV, Baltimore• Home of serious steaks.—Ruth's Chris Steak House• I love what you do for me.—Toyota• Progress is our most important product.—General Electric• Artisans of the information age.—RJO Enterprises• A different kind of company. A different kind of car.—Saturn• Just for the taste of it.—Coca-Cola• Good to the last drop.—Maxwell House• For the way it's made.—Kitchen Aid• Shaping the future of data communications.—Digital Link• You've come a long way baby.—Virginia Slims• You'll love the way we fly.—Delta Airlines• The document company.—Xerox• Our most important package is yours.—Federal Express• You'll love the stuff we're made of.—Pizza Hut• They make money the old fashioned way. They earn it.—SmithBarneyfile:///C|/Documents and Settings/gasanova/Local Settin...Forward_MBA_in_Business_Planning_for_Growth/e-book.html (96 of 219)16.02.2005 13:54:23
Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"Page 83EXERCISE 19: CREATE A VISION STATEMENTReview the list of vision statements presented in thepreceding text to gain a sense of what companies are sayingto the world about themselves. Develop several differentvision statements for your company and write them on thecover of your business plan (see Appendix B). Share thesecandidate visions with others and get their comments andsuggestions in order to finalize your vision statement.What Your Vision Statement AchievesThe vision statement, the business plan's first element, is a bold message directed toward yourcustomers, employees, and stakeholders. It clearly and concisely expresses the vision of your company.The vision statement is the precursor to the next part of the plan—the mission statement.Developing the Mission Statementfile:///C|/Documents and Settings/gasanova/Local Settin...Forward_MBA_in_Business_Planning_for_Growth/e-book.html (97 of 219)16.02.2005 13:54:23
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Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

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