We work because… in 101 Words 49/101
There’s a lot written about defining overarching company objectives.
I love this stuff, it’s what I do.
Problem is that I don’t always understand the subtle nuances between a vision, mission, purpose, positioning, BHAG etc.
If I struggle with the jargon it’s no surprise that so few business leaders adopt them. When defining the path you expect your organisation to follow the first rule is to make your ambition completely intelligible. If your colleagues don’t know where to start you’re wasting your time.
If in doubt try David Hieatt’s excellent Do purpose, it’s full of inspirational common sense and plain speaking.