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Any respected company has a vision statement, but is it worth the paper it's written on? What's the value of a vision? A vision statement needs to be true to your brand, not true to your products. Imagine if Apple's Steve Jobs had created his company vision in the '80s based on his product portfolio.
There'd have been no room for expansion into home-entertainment. iPod probably wouldn't be around. Instead, the vision Jobs created more than 20 years ago is as fresh and relevant today as it was then: 'Man is the creator of change in this world. As such, he should be above systems and structures, and not subordinate to them.'
And that's what Apple's philosophy is all about. The primacy of people in every aspect of the business: communications, products and services. So here are three tips to...