Craft Vision, Mission & Values That Move Markets
— and Make Your People Proud to Wear the Logo

Every thriving brand has a North Star. Most companies, alas, have a dusty plaque.
The Northstar Principle shows you—step-by-step—how to turn wall-art slogans into a living operating system that drives profit, innovation and purpose.

• Write copy that conquers the boardroom – Use the VMOST-plus framework to squeeze your vision into one page and your mission into one sentence

• Spark devotion, not just “alignment” – Discover the two-level alignment model that turns staff into missionaries and customers into vocal brand ambassadors

• Harvest hidden profit – See how Microsoft’s re-forged mission helped add $3 trillion in market cap—and borrow the same playbook

• Steal the chess moves of icons – Ford, Patagonia, Tesla, Lush and Airbnb appear as real-world mini-cases so you can model their pivots, not just admire them

• Deploy battle-tested tools – SMART, WOOP and micro-goals integrated into one dynamic planning cadence—no more “not-on-this-year’s-plan” excuses

1. Craft a hypnotic purpose statement that passes the eight-second attention test.

2. Bolt rigorous KPIs onto that purpose, so every Monday starts with numbers, not guesswork.

3. Run lightning-fast alignment surveys that act as a cultural GPS—spot drift early, correct faster.

4. Translate lofty words into daily behaviours, budgets and bonuses (goodbye, Enron-style hypocrisy).

• Founders who want investors to feel the upside at slide #1.

• CEOs re-lighting a tired enterprise (see the Satya Nadella case on page 5 for proof).

• Team leaders who need a miniature playbook they can deploy by Friday.

“Vision without action is a daydream. Action without vision is a nightmare.”
— The Northstar Principle, Chapter 1

Stop selling products. Start selling a future your market wants to live in—
and a roadmap your people can run on.

Scroll up, click Buy Now, and aim your organization at its true North Star