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Last week I talked about how we know when a company’s mission is truly a solid foundation, starting with delivering value to customers.

The second dimension is delivering value to us: our leaders, employees, contractors, partners, … anyone who is involved with creating and supplying products and services to those customers.

If you have a non-profit, feel free to change the language. But the concept is the same.

We won’t be able to continue, sustainably, unless WE want to do it. Again and again, year after year. And this is captured by a powerful mission statement.

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