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1. Focuses on customer priorities versus company priorities
2. Focuses on exploiting opportunities versus incremental changes to existing offerings
3. Provides clear statements of direction
4. Provides a long-term sustainable, competitive advantage
5. Develops a new set of assumptions of what is important
6. Results in a "win/win" for both the Company and its customers
7. Paints a visionary picture not "seen" by anyone else
8. Provides a creative platform from which to develop the next strategic horizon
9. Forms foundation for the Business Plan