Mission: It should fit on a t-shirt

An effective statement of mission should be short, sharp and direct. It should fit on a t-shirt. Not a font 8 squeeze, but a legible font.

Every person who is involved should be able to articulate how their contribution adds to that mission. If not, then you don’t have a mission. You have a hopeful statement written by a board and not lived by an organisation.

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A Mission Is Not About What is Possible Today

“Never start with tomorrow to reach eternity. Eternity is not reached by small steps.” John Donne

A mission is not guided by what we can do today, what we do today is guided by the mission. If you start with the believably possible, you won’t create a mission you will draft a plan. Martin Luther did not say “I have a plan”. If he did, he would have had the auditors and accountants with him, but no actual people.

JFK said “a man on the moon by the end of the decade”. That’s not a plan. That’s a mission.

Norman Foster has designed some impossible buildings…. and then the engineers have found new ways to build.

Creating Mission: Start from “what problem do you want to solve”?  Don’t start from “what you know how to do”.  

One comment

  1. David went · · Reply

    A real chip off the old block!

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Anna S. E. Lundberg

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