It’s the worthy cause of the work we do. Everything that our brands do should align with the mission.
Apple’s mission is “think differently”. It’s about human creativity and what they believe being creative means. Acumen’s mission is to redefine wealth as human dignity to tackle the world’s poverty problems. Both Benjamin Zander and Seattle’s Classical King, the public radio station, are set out to change the long-established perception of classical music with the belief that it is for everyone.
The common challenges that we often see about the mission are either they aren't articulated enough to pin point the value proposition worthy for the audience or struggle to understand why they exist from the start.
The mission is a bridge in between the change we ultimately seek to make and the available options in the arena we choose to play. The closer we to get to the mission, the clearer the audience understand why we exist and resonate.
This works is also called “truth to the mission”.
