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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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1. What Is Purpose and Why Is It Important?

If people understand where the company is headed (vision), what the company stands for (mission), how they will work together to get there (values), and what must be accomplished (goals), then the strategy to get there can be understood and executed.

These four elements will ultimately define your company culture, the kind of people you hire, suppliers you work with, how you treat your customers, and even the quality of the customers you attract. Ultimately, it is the best way you can create a solid foundation for your business that will set the compass in the direction you intend.

If you are an entrepreneur, your purpose is further refined by the reason you started your business. It’s the passion, ...

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