Abstract
Acompany’s mission is a clear and concise statement about its purpose. What does it aim to do? What value is provided? The business world has come to appreciate that customers listen to a compelling message. That’s why companies spend so much on advertising and marketing. Scott Bedbury, brand guru for Starbucks and Nike, defines great brands as stories that are never completely told. A galvanizing mission is the first chapter of the story for a business or a family.
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© 2015 Linda Davis Taylor
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Taylor, L.D. (2015). Mission: Keeping Your Family on Track. In: The Business of Family. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137487872_3
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DOI: https://doi.org/10.1057/9781137487872_3
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-69575-1
Online ISBN: 978-1-137-48787-2
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