There is no strategy without mission, values, and vision.
Mission is your organization’s why.
It outlines the resulting impact expected of your collective work.
The change you are trying to make happen.
A simple framework: Our mission is to… + a powerful change + an aspirational market
One sentence, typically 10-15 words, speakable in one breath.
Example: At Meso, our mission is to change American’s lives, one curiously delicious burrito at a time.
Values outline what you stand for, who’s a fit for your team, when you will say yes or when you’ll say no.
Values define your how.
They start with phrases such as “we value…” or “we act with…” or “we focus on…”
People buy your values as much as they buy your product.
Don’t know where to start? Might I suggest starting here: Speed & Growth
As in, “We value growth and we act with speed.”
This creates the right signals, hopefully finds its way into your actual value set, and can easily evolve into your more expanded values later.
Vision is your what.
And specifically: What does the world look like in 5 or 10 years, given your mission-driven change?
Most aren’t necessarily that great at thinking out 5 or 10 years.
So the best way to paint your picture is by anchoring it to something they might better understand.
Two ways to do this.
The first way to anchor your vision is top-down, like a movie pitch.
We want to make Jaws, but on land.
Gone with the Wind, but in space.
The second, and typically more effective way, is to anchor your vision is from the bottom up.
Take the use-case for your mission and expand it to it’s natural conclusion.
Talk about your innovation (what you plan to build) and the audience you plan to positively impact.
Example: By 2030, Meso will have a location in every state, scratching my, and everyone else’s, itch for burrito-fusion.
The best place to start, for either anchoring technique, is: “In or By” + timeframe + the innovation + the audience
One sentence, typically ~20 words, speakable in a breath or two.
Full example: At Meso, our mission is to change American’s lives, one curiously delicious burrito at a time. We value growth and we act with speed. By 2030, Meso will have a location in every state, scratching my, and everyone else’s, itch for burrito-fusion.
Now go spark that revolution.