My firm belief is that building up people ahead of the P&L leads to fulfilling work and business growth. That’s why the starting place for any marketing plan has to be the vision mission and values. Yes, it may sound fluffy, but the case I make below is that you should see this as the guiding star, the center of attraction and the propelling force behind your marketing plan. VISION Thinking outside in: Ask yourself what do you want to stand for the in the world at large ? Th