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design business strategy performance management process kirkwood alignment excellence markets organization blueprints value goals systems cause root fundamentals mergers customer manage ceo proposition marketing model structure strategic align confidence planning documented tenets motivate information quantify agency agencies define opportunities achievable profit optimize optimization implement execute smart holy grail invalid assumptions goal designs strategies leaders redesign basics demand fulfill accounting support stankirkwood challenges cio it concepts. vision constraints objectives understanding context empowerment framework metrics lead time quality cost investment client service product purpose focus relative desirability expectation roi return on barter suppling selling