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Three headings spaced evenly down page: Why? [arrow to] What? [arrow to] How?. Four boxes, arrows between them, boxes increase in width: Mission and values [arrow to] aims or goals [arrows to] objectives [arrows to] Targets. Two headings: Broad purpose (level with 'missions and values') [arrow down to] specific and immediate purposes (level with 'Targets).

 1.2 Why start a business?