Most Important Concepts

• Start with the End in Mind
• Strengths > Weaknesses

Action Points

Chapter Recap

1 - The end of your business

• You need two vision statements. One from the customer perspective, another from the business perspective.
  • Customer focused vision: To be the most convenient source of well designed masculine home decor.
  • Business focused vision: To sell the business for 20 million in 2018 euros.
• Keep in mind though that plans rarely come entirely true.

2 - Confirming the opportunity

• Focus more on developing your strengths than your weaknesses.

3 - Goals and milestones

• You will need to break down your end vision into smaller goals along the way.

4 - Achieving your financial metric goals

• You need to be tracking your important KPI’s.
• You shouldn’t be updating the numbers yourself.

5 - Achieving your business asset goals

6 - Systematizing your business

7 - How to out-market your market

• Focus on always improving your KPI’s. If you profit more per impression than your competitors, you will always be able to out-market them.

8 - Securing and locking up your customers