Where, why and how to win.
Three words teams use interchangeably. They answer three different questions, and you need all three.
Vision
The Destination
“Where are we going?”
Horizon: years
The future you're trying to create
Mission
The Purpose
“Why do we exist, and for whom?”
Horizon: ongoing
Who you serve and why it matters
Strategy
The Choices
“What will we do, and not do?”
Horizon: 1–3 years
Where to play and how to win
Strategy is choosing.