Why do you exist?


Your mission statement answers the question, what do you do (and, if it’s important to directly state) for whom do you do it.

Many times it is unnecessary to be specific about the customers you wish to serve but if there is doubt – mission is important to include.

As long as your mission provides clear direction and purpose for all those who work in your organization, it has accomplished its goal.  Attention to mission helps your plan adhere to its primary purpose and serves as a touchstone for decision-making.


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