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Positioning Exercise

A vision statement focuses on tomorrow and WHERE an organization wants to ultimately go

• Inspiration, aspirational
• Communicates purpose and values
• Too vague to be actionable

A mission statement focuses on today and HOW an organization achieves it

• Defines the purpose and primary objectives related to your customer needs and team values
• Company objective flavor:
  • “Beat Pepsi”
  • “Hit $1b in revenues by next year”

Brand Tagline

Includes benefits Sometimes includes emotional connection

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