Throughout the book, we have emphasized setting priorities (that includes deciding which of the 4 Decisions to focus on first and which box on the FACe chart needs to be updated next). On the One-Page Strategic Plan (OPSP), there is a progression of #1 priorities: 1. Core Purpose: the one word/idea/speech driving the business 2. BHAG®: the one 10- to 25-year goal for the company 3. Profit per X: the one overarching KPI representing the core economic engine of the enterprise 4. Brand Promise: the one most important measurable promise (of three) representing the brand 5. The Critical Number: the
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