Mission Statement Definition that Moves People

Mission Statement Definition that Moves People

Mission statement definition is a critical – and often botched – job in many businesses. One of the reasons it’s so hard is that defining a useful, yet inspiring mission statement requires flying at the right ‘mission altitude.’  Low altitude mission statements tend to focus on customer benefits and be more literal and narrow in scope, while high altitude mission statements are more global, and offer a more sweeping and inspiring vision of why the company exists.

Simply put, customer missions fulfill a promise to a customer, while social missions aim to make the world a better place. The most powerful missions create synergy between customer mission and social mission.

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