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Your Company’s core values are the root values and beliefs [or guiding lights] which form the basis which the organization and its employees operate from.

Your Vision statement describes what your Company wishes to achieve within 3 to 5 years.

Your Value Proposition is the value (or benefit) that your goods or services promises to potential customers.

Your Company’s focus areas in terms of Markets, Products & Customers.

Your Mission statement defines what line of business your Company is in and why it exists or what purpose it serves.

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Your Key Performance Indicators are those measures that enable you to measure the success of your plans.

Your distinctive competencies are those valuable, rare, inimitable and organizational strengths that your business possesses

Your Goals are a translation of your Vision using words like increase and decrease and a completion date to ensure a quantifiable objective.