That business purpose and mission are so rarely given adequate thought is perhaps the most important cause of business frustration and failure.
The easiest way to get lost on a journey is to have only a vague idea of where you want to go. When you find yourself and your team pointing in different directions and arguing about which path to take, chances are you haven't fully agreed your destination. Too many businesses, reaching this frustrating juncture, put vast amounts of time and energy into choosing from the many paths before them instead of revisiting the big and crucial question: Where do we want to go?
Michael Byrnes, StrategyPal founder
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