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Mission: Keeping Your Family on Track

In: The Business of Family

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  • Linda Davis Taylor

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.

Suggested Citation

  • Linda Davis Taylor, 2015. "Mission: Keeping Your Family on Track," Palgrave Macmillan Books, in: The Business of Family, chapter 0, pages 21-41, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-48787-2_3
    DOI: 10.1057/9781137487872_3
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