What is our business?

• vision
• mission 

How do we do business?

• values to behaviors
• beliefs
• principles 

What do we want to be market leaders in? 

• product leadership
• operational excellence
• customer intimacy

What is our current reality?

• environmental scan
• systemic overview 
• swot analysis
• identify our 'critical success factors'

What do we want to accomplish?

• set goals 

How can we get there?

• objectives
• strategies
• action plans 

How do we know when we've arrived? 

• benchmarks
• analysis
• gather performance indicators