As promised, this chapter will focus on the identity of your business. We will be focusing on how to:
• articulate exactly what your business is about by creating a mission statement;
• use your mission statement to really engage your team, suppliers, customers and wider stakeholder network and to validate decisions;
• leverage the ‘softer’ aspects of the business’s ‘personality’ and culture to demonstrate to potential clients that you have the right approach and attitude towards the sensitive issues of ethics, environment and sourcing;
• define your positioning, and understand the effect that positioning can have on the expectations of those who deal with you.
Once we’ve laid down these foundations ...