What is the purpose of a guiding principle? What must companies consider when developing and implementing a guiding principle? The positioning of a company is the foundation for its medium- and long-term developments. The strength of a guiding principle arises from the fact that the vision, lived values, and mission embedded within it are not only known by employees and leaders but are also embraced and lived out. This book offers reliable and thorough support for developing corporate positioning. Designed as a workbook, it contains not only background information and theoretical instructions but also complete workshop materials, including all questions and tasks necessary for creating an authentic positioning. Detailed worksheets guide readers step by step through the process.

Contents:

• Development and integration of a corporate guiding principle with all necessary steps
• Arguments for the necessity of corporate positioning
• Methodology applicable to small groups and entire companies
• Online work aids
• Worksheets
• Checklists
• Supplementary videos.