An organization’s mission statement defines its purpose, its reason for being.  These statements, however, tend to be broad and somewhat vague; making it difficult to identify the specific products, services, initiatives, and people that will most directly enable the organization to achieve its purpose.

Making the mission measureable provides the added clarity needed to focus decisions and drive actions toward achievement of the organization’s purpose.   The mission is translated into a time-bound measure of performance rather than a specific goal.  The value of competing alternatives can then be evaluated against the measure; offering executives and managers a mission contribution basis for the selection and pursuit of specific business opportunities.

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