Page 80 - Duct Tape Marketing

64 Part I: Getting Started in Marketing

ߜ Dell Computer: To be the most successful computer company in the
world by delivering the best customer experience in the markets we
serve.

ߜ Microsoft: To enable people throughout the world to realize their full
potential.

Now it’s your turn: Use the formula in Figure 5-1 to create a sentence that
serves as the beacon for your business. As you develop your statement, think
in terms of your vision (what positive change you are working to achieve)
and your mission (what you will do to make your vision real).

Figure 5-1: Formula for a Purpose Statement
How to BEGIN WITH

develop a A Verb that describes the change you want to make
statement of THEN ADD

purpose. A clause summarizing the need your business addresses
AND YOU HAVE

The Purpose Statement for your company

Goals and Objectives Defined Simply

Following are definitions for the terms goal, objective, strategy, and tactic. To
see how they fit together, see the planning pyramid in Figure 5-2.

ߜ Goal: The overall sales or professional target that your marketing pro-
gram seeks to achieve. Your goal is an expression of a realistic and
clearly defined target, usually accompanied by a time frame.

ߜ Objective: The measurable result that will be necessary to achieve the
goal. A plan usually has several objectives that define the major means
by which the goal will be met.