Planning a company’s future has similarities with orienteering. We can always decide where we want to go and mark that location on the map. However, we will never reach our destination—except by luck—if we don’t know where we are right now.

Many companies build their strategy around internal perspectives. That is not enough.

• It is also important to understand how the market and the customers perceive the company and its competitors.
• Only then can you build a future plan and strategy based on reality, not assumptions.
• The same principle also applies to the development of your brand strategy.