1.3. What Are the Overall Goals of My Business?
We get it: The fundamental goal of your business is to make money by selling a product or service. But let's take a moment to define your goals in a little more detail.
Perhaps yours is a large company with branding as an important long-term goal. Maybe your company wants to make money with certain products but is willing to take a loss in other areas. Maybe you are starting up with investor backing and do not need to turn a profit for years. Perhaps your company's branding and reputation is your top concern—you need to be perceived as high tech, or luxurious, or as the hippest in your competitive space. Or maybe you work for a nonprofit, with a goal to improve the world and inspire others to do ...
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