A mission describes how you are going to create your vision. The following table shows the internal and external missions of my organisation.
|Internal Vision||External Vision|
|To be a global resource for the evolution of the consciousness||To create a values-driven society|
|Internal Mission||External Mission|
|To build a worldwide network of change agents committed to cultural transformation||To support leaders in building values-driven organisations|
We are going to become a “global resource for the evolution of consciousness” by “building a worldwide network of change agents committed to cultural transformation.” And, we are going “to create a values-driven society” by “supporting leaders in building values-driven organisations.”
You will also notice how the internal mission supports the external mission: We are going “to support leaders in building values-driven organisations” by “building a worldwide network of change agents committed to cultural transformation.”
There is one other important characteristic of these four statements: They are at the same time specific and general.
They specifically state what we intend to do, but they are general enough to allow the company to have several different types of products and services that could align with the same intention. A statement that is too narrow does not allow you to innovate in multiple dimensions.