Create a Strategic Vision to Achieve the Ultimate Profits

Mark L. Yoseloff
Chairman & CEO
Shuffle Master Company

Forming the Foundation

The key to building a business is to begin with a well- articulated strategic vision. Often this can be stated in very few words, but those words are the basis for all that follows . So, for example, two entrepreneurs may decide to enter the dry cleaning business. For one, the strategic vision is to provide the absolute highest quality service, while the other envisions offering the absolute lowest prices in the market. Although both of these businesses are in the same category, it is clear from the outset that they will take two very different courses based on the strategic vision upon which each is founded.

Our company was founded upon an innovative idea, leading to a single product in one category of business. From there we have consistently expanded and diversified our product offerings. Twelve years later, we offer numerous products in four different categories. Yet, throughout this period, our strategic vision for the company has remained the same: namely, to provide easily measured improvements in operating results for our customers through innovative entertainment and utility products and through world-class customer service.