- What business is Rotary in?
- Who is Rotary's customer?
- What does Rotary's customer value?
- What results does Rotary want?
- How does Rotary plan to achieve these results?

Rotary International's leaders are now addressing these issues and have made significant strides. However, anyone involved in any organization, be it a for-profit or a not-for-profit, or a charitable foundation, would do well to review these basic successful organization fundamentals.
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