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Without
a clear definition of both the business purpose and mission it is not
possible to determine clear and realistic business objectives. There
has to be a clear line of sight between the two for the business to
grow. If an organization has redefined its purpose there will need to
be a new mission to take it on its journey in fulfilling its purpose.
Once accomplished, there will be another mission an so on.
Drucker points out in his
Practice of Management that “all the great business builders
had a clear theory of the business which informed all their actions
and decisions”. He tells us that “unless the basic concepts
upon which a business has been built are visible, clearly understood
and explicitly expressed, the business enterprise is at the mercy of
events”. From this we ask questions like,
- Are we in the rail business or the travel
business?
- Are we in hotel business or the leisure business?
- Are we in the phone business or the
communications business?
The answers to such questions will inform all your
actions and decisions. because if you are in the leisure business and
not the hotel business even though you run a hotel, you can see
yourself providing far more than accommodation as this will be only
one of your services. It also changes your perception of your
customers from being merely guests booking a room to clients using
health and fitness suites, a variety of restaurants, entertainment
facilities, swimming pools etc |
