Notes on: The strategist. By Cynthia Montgomery.

Nothing else is more important to the survival and success of a firm than why it exists, and what otherwise unmet need it intends to fill.  It is the first and most important question  a strategist must answer. Every concept of strategy flows from purpose. A good purpose is ennobling, it is inspiring to all involved. A good purpose sets you apart, makes you distinct. A good purpose gives you a difference that matters, that has consequence. Just look at Ikea. Ikea’s purpose - to make a better everyday life for the many (through furniture). A great purpose is more than an aspiration, more than a dream: It’s a system of value creation, a set of mutually reinforcing parts. Anchored by a compelling purpose, it tells you where a company will play, how it will play, and what it will accomplish.