Every company has a Mission (why we exist) and a Vision (where we are going). It is easy to dismiss these as corporate fluff printed on breakroom posters. But in a well-run company, the Mission is a ruthless filter for strategic choices.

If an opportunity arises that could make the company money, but it violates the core mission or weakens the brand's "moat," a good CEO will say no.

The MBA Marketing Insight: Marketing is the bridge between the company's strategy and the public. If the Corporate Strategy is to pivot from being a "computer company" to a "lifestyle technology company" (as Apple did in the early 2000s when they dropped "Computer" from their official name), the Marketing team has to re-educate the entire world through branding, product launches, and advertising.