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Not a fan of mission/vision — not the terms, but their usual implementation:
- self-centered goals ("We want to be the leading __"), so internal talk != external talk.
- short/long term distinction isn't meaningful
- not narrative, so doesn't create urgency
- self-centered goals ("We want to be the leading __"), so internal talk != external talk.
- short/long term distinction isn't meaningful
- not narrative, so doesn't create urgency
Yet I'm often asked how strategic narrative fits with mission and vision statements. In fact, it happened today.
So:
So:
Strategic narrative REPLACES traditional mission/vision statements in that it guides everyone's actions
By naming the big, relevant shift in the world (old game/new game), you are stating a VISION about how the world has changed *forever for all stakeholders*, internal and external. (Starting with permanent change is also what makes it narrative.)
By naming the object of the new game, you're stating a MISSION, but it's the *buyer's mission.* It's what the buyer has to do to win. Of course, isn't helping the buyer do that your mission?
