Core Components
Marketing Strategy
In the V/TO, this section captures your target market (The List), your Three Uniques (what makes you different), your Proven Process, and your Guarantee. It’s not a marketing plan — it’s the strategic foundation your marketing is built on.
In Plain English
The part of your vision document that answers: who exactly do you serve, and why would they pick you?
What it looks like in practice
A firm defines its target market as owner-led companies of a certain size in one region, names its Three Uniques, writes down its proven process and puts a guarantee behind it.
The common mistake
Defining the target market as anyone who will pay. A narrow target makes every sales and marketing decision easier, and a broad one makes them all harder.
Related Terms