Mission Statement · Recognisability · Component
The gap
What the mission omits, and what it claims that nobody does — the two directions in which a statement stops being true.
The deliverable
What it is
Missions fail in two directions and organisations only look for one. Work that is not covered is the obvious failure; claims nobody delivers on are the more damaging one.
The second is what teaches people that the statements are for outsiders, and that conclusion then applies to the purpose and the values as well.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The omissions
Work the mission does not cover.
3 attributes: Omitted work · Share of effort · Should be included
LearnThe overclaims
What the mission says that nobody actually does.
3 attributes: Claim · Origin · Action
LearnThe size
How far the statement is from the organisation.
3 attributes: Distance · Change since last · Priority
Learn
Claims nobody delivers on are more damaging than omissions. They teach people the statements are for outsiders.
The other components in recognisability
The reading
What people doing the work say when asked to find themselves in it — collected verbatim, because the summary is where the finding disappears.
LearnThe diagnosis
Whether the statement is wrong or the organisation has moved — both occur, and they call for opposite responses.
Learn