This is one of the most crucial steps you will take in building your business, as the foundations you lay here will underpin how you go-to-market. It will support all your marketing communications, it will shape how the world will hear, see and feel you.
It will inspire investors, your first hire and your suppliers and partners. In-turn, driving your culture. A strong culture drives performance, a group wanting to succeed, a tribe with a common goal.
What you shape here shapes everything ahead of you.