If I Read One More Platitude-Filled Mission Statement, I'll Scream - Greg McKeown

Without a clear mission, your entrepreneurial efforts will be fragmented, lacking in purpose and direction. Without understanding your own aspirations, you’ll be unable to articulate to others whose support you will need – for money, time, love and much more – why they should support you.

Clarity about the winning aspirations meant that actions at the brand, category, sector, and company level were directed at delivering against that ideal.

When people have conflicting priorities or unclear, meaningless, or arbitrarily shifting goals, they become frustrated, cynical, and demotivated.

The mission is an executive summary of the job’s core purpose. It boils the job down to its essence so everybody understands why you need to hire someone into the slot.

Nothing blurs action more than not knowing exactly what you’re trying to accomplish. Whenever you create a new project, the first or second task should be “Define the outcome for this project.”