B2B is the abbreviation for business to business, or companies that do business with other companies. But companies are run by people. People who leave their mark on the character of the company. Who shape it, build a reputation and propagate the philosophy of a company. This gives the company a personality. Almost a soul. Suddenly it is no longer just a registration with the Chamber of Commerce and stones of an office building. It only acts and reacts when it is properly motivated. Just like you and me.
Read more about vision and strategy here. Vision includes the view of a company, in particular of the management, in the market and around society. A typical tool for developing a vision is the SWOT analysis, which stands for the strengths and weaknesses of a company and the opportunities and threats in the market. Digitization means that the market is changing faster and faster, there is more global competition and more niche markets are also possible. Strategy is about bridging the current situation to the desired situation, so how exactly you achieve your goal. SMART objectives are typically described: specific, measurable, action-oriented, realistic and with a time schedule.