An organizational vision states why the team exists, what it offers, which problem it solves, and why its approach can win. It anchors go-to-market planning before product enthusiasm turns into the costly mistake of building first and searching for customers later. section 16.3
Pressure-test the vision with four questions:
- Why did you start the company or join the team? section 16.3
- What product or service are you offering? section 16.3
- What problem does it solve? section 16.3
- What makes it distinctive enough to beat existing competition? section 16.3
The uncomfortable startup test
A technology startup may say, “We have incredible technology, so someone must want it.” That reverses the intended order: define the purpose, offering, problem, and advantage before looking for customers. section 16.3


