Mission Statement · The statement · Component
The end
What the activity is for — the outcome the audience gets, as distinct from the outcome the organisation gets.
The deliverable
What it is
The third part of a mission is the hardest, because it is where organisations write their own benefit by accident. Growth, leadership and profitability are outcomes for the organisation and belong in the Goal Core.
The end belongs to the audience. It is what they can do afterwards that they could not do before, and it is what connects the mission upward to purpose.
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 purpose link
How the end connects to why the organisation exists.
3 attributes: Purpose · Connection · Coherent
LearnThe organisational outcomes
What was removed because it is the organisation’s benefit rather than the audience’s.
3 attributes: Removed · Belongs in · Removed
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Growth, leadership and profitability are outcomes for you. A mission states the outcome for the audience.
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 audience
Who the organisation does it for, named specifically enough to exclude someone — because a mission serving everyone serves nobody in particular.
Learn