A good strategy doesn't just draw on existing strength; it creates strength through the coherence of its design" (Rumelt, 2011, pg 9). Setting a company in a direction that will lead to positive results has many roads but should all lead to the desired final destination. Rather than overanalyzing every method available, some consideration should be placed on a few essentials. Establishing the basics to be first on the list and knowing the mission, understanding the vision, and preserving core values is a good starting point. Most business process development focuses on improving or replacing existing processes. Yet experience teaches us that it is often the processes that we don't have for activities we need to be doing offer the most significant potential (Mitchell & Bruckner, 2004). Finally, the company's direction must be directly tied to an ethical, moral compass that serves as a guideline when establishing an organization's strategic goals