Big plans fail when the market is “huge,” yet nobody can prove the demand. Market potential is the maximum demand (sales or revenue) that could exist for a product in a specific market, under reasonable conditions. I treat it as the ceiling for opportunity, then I work backward into what I can actually win. What [...]

If I guess SOM, my plan looks confident but breaks the minute someone asks “how.” SOM is the slice of SAM I can realistically win in a specific time window, and I calculate it by applying an obtainable share to SAM. I treat SOM as the “reality check” number, not the hype number. What Is [...]

People want a simple yes. People get a messy supply chain. That gap creates confusion and bad assumptions. Tesla is often assembled in the United States for U.S.-sold models, but it is not “100% American made” in parts, and “Made in USA” has a strict legal meaning. I answer this by separating assembly, parts content, [...]

A brand can look huge, but still feel unclear, so people keep asking what it really stands for. Nike stands for inspiration and innovation through sport, made inclusive for every body. It pushes performance, but it also pushes belief. I use this question to decode a brand’s real operating values, not just its ads. What [...]

When your mission is fuzzy, your strategy drifts, and every decision becomes a debate. Nike avoids that. Here’s the exact mission and how I use it. Nike’s mission is to bring inspiration and innovation to every athlete in the world*, with the note “If you have a body, you are an athlete.” What Is Nike’s [...]

Big brands look clear from far away, but up close, the “mission” can feel oddly hard to pin down. Apple’s mission shows up in two official forms: a “best user experience” commitment in filings, and a CEO-stated mission to “enrich lives and empower people.” I use both lines, but I use them for different jobs. [...]

A business can grow fast, then lose its point, because the “mission” becomes a vague poster. McDonald’s mission statement is: “Our mission is to make delicious feel-good moments easy for everyone.” I read that as a simple promise with strict standards: taste, emotion, convenience, and scale. What Is McDonald’s Mission Statement? McDonald’s mission statement is [...]

A brand can feel “everywhere,” yet people still ask what it truly stands for. Starbucks’ mission statement is: “To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit — one person, one cup and one neighborhood at a time.” That line is not just a quote. I [...]

A team can stay busy for months, then realize nobody aimed at the same target. A mission is the clear purpose an organization acts on: who it serves, what it does, and why it exists right now. I use mission to keep decisions consistent when priorities compete. I treat mission like a “north line,” not [...]

A team can work hard and still feel lost, because nobody agrees on where the work is supposed to lead. A vision is a clear picture of the future an organization wants to create. I use vision to guide long-term choices, even when short-term pressure is loud. I treat vision as the destination, not the [...]

People keep “building,” but nobody agrees on the point, so the brand drifts and the team burns time. A mission statement says who you serve, what you do, and why it matters, in one clear line. I write it to guide real choices, not to sound inspirational. I usually merge the “bridge” into the sections [...]

My offer can be solid, yet people still hesitate, because they cannot explain the value in one sentence. A value statement is a short, clear sentence that states who an offer is for, what benefit it delivers, and why it is worth choosing. I use it to remove confusion and make the “why buy” obvious. [...]