What is a Mission?
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○How do outstanding organisations communicate? Why ➜ How ➜ What
The mission is the reason for the organisation's existence.
Most organisations communicate with the market with What ➜ How!
A purpose inspires and motivates people from inside
(intrinsic motivation)
Start with the WHY!
It reflects organisational values that provide overall direction to the organisation. It guides in deciding what opportunities to take and what to do or not. It defines the organisation's internal drive and positive contribution to the world.
Examples
Tesla's mission is to accelerate the world's transition to sustainable energy (Tesla) To organize the world’s information and make it universally accessible and useful (Google) To Make People Happy (Disney) To bring inspiration and innovation to every athlete in the world (If you have a body, you are an athlete). (Nike) To provide the very best customer service and experience (Zappos) To give ordinary folk the chance to buy the same things as rich people. (Walmart) To give people the power to share and make the world more open and connected. (Facebook) To solve unsolved problems innovatively (3M) To preserve and improve human life (Merck) To be our customers' favorite place and way to eat. (McDonald's)
Mission must be
Must be: Simple Clear Objective
It must define the Organisation's positive contribution to the world.
”An organisation exist to bring value to the world."
