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Chapter 1. Purpose > Articulate Your Vision

Articulate Your Vision

You know your purpose, you’re clear on your goals, and you understand your audience. Now you need to articulate a vision that brings your purpose to life. This vision will be realized through words, images, features, policies, and even the social dynamics that take place within your community.

It’s especially important to be clear about your vision if you’re trying to attract a particular audience. The makers of L’Eggs pantyhose discovered the importance of this principle in 1995, when they launched an ambitious, expensive Web site for the purpose of fostering brand loyalty and learning more about their market. To develop closer relationships with their customers, they included a discussion area called “The L’Eggs Community.” Much to their surprise, the discussions quickly became dominated by men who enjoyed wearing pantyhose and were thrilled to discover an anonymous setting where they could trade tips and not feel so alone in their somewhat unusual habit. The company that financed the Web site, however, was less than enchanted with this turn of events. The women they were trying to attract were put off, and shied away from participating in the discussions.


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