There are certain practices that have such an enormous impact on the company and the market that they call for high-level executive involvement.

One of that handful of activities is the creation of a value-added position (VAP).  Next to the company’s vision, mission and values statements, a VAP contains the most important words an organization can create.  It forms the first impression the market forms of your company, and frequently bounces around in their head like a tune from their teenage years.