Mission Statement · The statement · Component
The audience
Who the organisation does it for, named specifically enough to exclude someone — because a mission serving everyone serves nobody in particular.
The deliverable
What it is
The audience is the part most often widened during review, because naming a specific group means telling everyone else they are not it.
A mission serving “businesses” or “people” has no audience, and every subsequent decision about product, channel and price is left without a reference.
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 actual customers
Who the organisation actually serves today.
3 attributes: Largest group · Share · Matches statement
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Read the audience from the revenue, not from the intention. Where they differ, the statement is describing a target.
The other components in the statement
The activity
What the organisation actually does, in ordinary words — the part most often replaced by a category description.
LearnThe end
What the activity is for — the outcome the audience gets, as distinct from the outcome the organisation gets.
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