1. Strategic direction
Chapter 4

2. What is strategic direction?
Mission and Vision
Values
Business Definition
What is strategic direction?

3. Mission and vision Mission Vision What are we doing now?
Synonymous with business model
How the company intends to satisfy its stakeholders, primarily its owners.
What it delivers to customers – its customer value proposition
Vision
What do want to be in the future?
What will our mission look like in the future?

4. …to be what we want to be in the future?
Mission
What are we now?
Strategy
What are we going to do…
Vision
…to be what we want to be in the future?

5. Business definition and values
Who is being satisfied?
What is being satisfied?
How are customers’ needs satisfied?
What are our products and services?
Values
What matters when making decisions? Who are the relevant stakeholders?
What decisions are rewarded and reinforced? What are our company’s ethical standards?

6. Business Definition
Values
Mission and Vision