2. “If we could first know where we are and whither we are tending, we could better judge what to do and how to do it.” “If we could first know where we are and whither we are tending, we could better judge what to do and how to do it.”

7. “If we do what is necessary, all the odds are in our favor.”

8. Where are we trying to go? Where are we today? How do we bridge the gap?

10. Vision Statement Mission Statement Values Statement How my business will impact the Future What do we do, how we do it And who do we do it for What do we do, how we do it And who do we do it for What values drive our mission and vision Where are we trying to go?

11. Vision Statement “There will be a personal computer on every desk running Microsoft software.” Where are we trying to go? “The future belongs to those who believe in the beauty of their dreams.”

12. Mission Statement Where are we trying to go?

13. Values Statement Where are we trying to go?

14. “Why do you sit there looking like an envelope without any address on it?”

16. Macro Environment Industry Environment Micro Environment Where are we today?

17. Macro Environment Industry Environment Micro Environment What forces contribute to our industry’s growth & contraction What is the competitive landscape of our industry What Strengths and weaknesses does our agency have as it relates to the outside environment Where are we today?

19. Suppliers Substitutes Buyers Entrants Competitive Landscape Where are we today?

20. Strengths Weaknesses Financial Physical Intellectual Social Financial Physical Intellectual Social Financial Physical Intellectual Social Financial Physical Intellectual Social Where are we today?

21. Opportunities Threats Weaknesses Helpful Harmful Internal External Strengths Where are we today?

22. “By failing to prepare, you are preparing to fail.”

24. How do we bridge the gap?

25. Setting the goals

26. How do we bridge the gap? Exploit Opportunities Resolve Weaknesses Avoid Threats Build on Strengths

27. How do we bridge the gap?

28. Mission, Vision and Values Timeline Objective Goal 1 Objective Strategies Tasks Objective Goal 2 Objective Goal 3 Objective Timeline Strategies Tasks Timeline Strategies Tasks Timeline Strategies Tasks Timeline Strategies Tasks Timeline Strategies Tasks Action Plan

29. Communicating the Goals How do we bridge the gap? Inputs Outputs Processes Outcome Physical Financial Social/ Human Intellectual Physical Financial Social/ Human Intellectual Tasks & Activities Tasks & Activities Strategies & Objectives Strategies & Objectives Goals