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This is the first part of a six part guide to the Strategic Execution Framework, developed by the Stanford Advanced Management Programme. Ideation is based on the concept that life asks three fundamental questions: Who are you? Why are you here? Where are you going? Corporate life is no exception. How a company answers these questions about identity, purpose and long- range intention creates central organizing principles that are critical to driving cohesive and consistent action. The Framework is designed to help organizations ensure they stay focused on the initiatives essential to accelerating innovation, increasing performance, managing change as well as scaling the business