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I’ve been talking about the three key dimensions of a company’s mission. Starting with delivering value for customers, we then added articulating what the value is for us, the team.

Finally, let’s talk about how a Mission captures value for the world. This might stretch your comfort zone, but stay with me here.

The good news is that you get to define “world” for your organization. It could be the local community, society at large, your industry, or even literally the whole world.

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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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I had a powerful conversation recently with someone, exploring the nature of having an organizational mission. In my view, this is the absolute foundation for everything you do. So I’m going to explore this in the coming weeks.

I admit I’m a bit hesitant to start with your customers, but that’s where everything begins. The fact is that you need to supply value to customers, otherwise your business is not sustainable.

If you’re a non-profit, I understand that you might not want to call them “customers.” That’s fine. Call them beneficiaries, sponsors and donors. The fact is that you must deliver continuing value over the long term, or you’re going to fold.

So why am I reluctant to start with customers?

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