A Company's True Mission
We’ve found almost all businesses these days have what’s commonly known as a “mission.” However, upon investigation we’ve found that 99% of companies’ stated missions are actually a description of what they DO or what they’re committed to. While this is certainly valid, we propose it is outdated and not the highest possible articulation of a true mission - one that’s sourced from your heart and soul.
The articulation of a true mission should be a significant, meaningful purpose that answers the question, “Why does our business exist?” and it should connect you and create a pathway for you to fulfill your life’s Calling. We have named this kind of mission your company’s Ultimate Intent (so as to not be confused with the truism of what’s known as a mission these days, i.e. description of what you do).
The number of times we’ve heard an executive or CEO answer the question, “Do you have a mission?” with a response of, “You mean, our mission statement?” indicates that it’s not a true mission connected to their heart and soul. A real mission, i.e. an Ultimate Intent never exists as a “mission statement.”
The kind of Ultimate Intent we’re talking about here, once articulated, can be fulfilled, expressed, and lived out in a multitude of different businesses or industries. It’s not limited to what you’re currently doing.
For example, we’ve seen an accounting company founder who articulated the Ultimate Intent of her company as, “People experience profound connection and peace of mind, and fulfill their dreams.” She connects with the marketplace from here: “This - connection, peace of mind, and fulfilling your dreams, is why we do what we do. Accounting is our vehicle. Yes, we do really good accounting, but what we’re really up to is something much greater, something more meaningful and profound.” They speak to important human commitments that other accounting firms are not proactively and committedly speaking to. Commitments such as legacy, dignity, peace of mind, professionalism, partnership, and meaningful connection. Doing so has created a whole new value to their offer and perhaps even more important than the market success is the people in the firm experience a meaning and purpose to their work far beyond “we do good accounting work.”
Another example is a national painting company whose declared Ultimate Intent is, “Discover what’s possible and joyously make it happen.” Painting is their vehicle for fulfilling their Ultimate Intent. They have now added other industries and are growing at an incredibly rapid pace so they have lots of market success. More importantly, the people who work for them experience authentically fulfilling something meaningful that’s more than just a transactional event, like counting numbers of how many houses they’ve painted.
We have found the most powerful place to stand to invent and declare your company’s Ultimate Intent is in your own personal life purpose / Calling / raisen d’etre / dharma / ikigai.
At the end of my life what do I want to say my life fulfilled? The Ultimate Intent of my company / business / enterprise ought to be seen as a pathway to fulfill my life’s purpose.
So we’ll leave you with the question:
Why does your business exist? (Not, what does it do.)
If you’re interested in articulating your company’s Ultimate Intent (true mission) and developing what we call a BluPrint to ensure your Ultimate Intent sources every initiative, project, and daily task, we are hosting a BluPrint workshop for small companies and solopreneurs in Fort Collins, CO in July. Find out more here.