Forget The Mission Statement. What’s Your Mission Question?
“Most companies, of course, articulate their missions by way of formal ‘statements.’ But often they’re banal pronouncements (We save people money so they can live better. —WalMart) or debatable assertions (Yahoo! is the premier digital media company) that don’t offer much help in trying to gauge whether a company is actually living up to a larger goal or purpose. Questions, on the other hand, can provide a reality check on whether or not a business is staying true to what it stands for and aims to achieve. …
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