What is your business mission?

If your purpose is why you are in business, and your vision is what you will achieve, your mission is how you will do it.  

Without the context of purpose or vision, the mission feels a bit flat, but put it all together and magic happens. Your mission tells people what game you’re in and how you want to play it. It focuses everyday decisions and helps you set the priorities.  

3WH was founded with a clear mission. My mission statement lets customers understand what we do, but also as a reminder what needs to be done to stay on track.  

I am offered new opportunities all the time; for example, I was asked to help set up a recruitment company, which sounded really exciting, but I eventually declined as it didn’t fit with my mission.

When I make any decision, I ask: what will help us achieve our mission faster?  

The mission for Team GB in 2012 was to rank in the top four in the medals table, see more sports represented, and promote inclusivity through the Paralympics. They were absolutely clear on what success looked like and were relentless in achieving it because they had the bigger vision sharply in focus. They created a whole process and framework called Mission 2012, with behaviours, values, KPIs and systems to embed the mission. Each element was tracked and monitored to see it into existence.