As we're talking about maps here ... the only goal I have is to get to Point B. But I can choose to drive myself or take a taxi because I'm in a hurry, cycle because I want to get fit, walk along a busy road or walk through the forest because I want to relax.
Likewise there are many many ways to make money - and when you have other companies who do similar things to you, which route you choose makes you appeal to one sector of the market over another. Differentiation is where vision and values become important (although of course you need to actually turn that into action to be meaningful).
Likewise there are many many ways to make money - and when you have other companies who do similar things to you, which route you choose makes you appeal to one sector of the market over another. Differentiation is where vision and values become important (although of course you need to actually turn that into action to be meaningful).