Some will have an explicit mission statement setting out their overall purpose. For others this mission will be implicit. It is difficult to envisage any organisation being successful without a shared sense of purpose, however it is expressed. Effective mission statements often specify what the organisation does, for whom and how, in order to distinguish it from its competitors.
In Activity 4 you’ll start to develop a better understanding as to what mission means for a strategist.
Activity 4 What do practitioners say about mission?
Watch this video with Karan Bilimoria. How does he describe the role of a mission in his company?