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Why You Should Review Your Mission Every Year

drifting happens an inch at a time. regular review keeps you aligned.

Have you reviewed your mission yet?

It’s a lot of work to set a mission statement, especially if you’re refining one as part of developing your full Core strategy. By the end of the process, most people are happy to walk away, content that it’s good to go.

But things change.

You’re preparing to launch a new product or shift tactics. You’ve decided to axe that service that wasn’t driving value. You’re planning to cut your client base in half so you can deepen your services to the people who really get it and will benefit most from your process. You’ve hired a new leader, and they have fresh, shiny ideas.

Your purpose will anchor you over the long term, and depending on where you are in your journey, your vision will likely persist across many three-year plans. But your mission may need updating. At a minimum, you need to dedicate space to bring it to the forefront of everyone’s mind so that the organization doesn’t drift.

Drifting happens an inch at a time. Before you know it, you’ve got distractions all over the place, and it’s unclear what you do (cue Fred in the corner saying, “We need a rebrand!”)

It’s also an opportunity to re-energize your team and connect what you do to why you do it.

It’s your mission — do you choose to accept it?

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Originally published at on December 13, 2021.




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Katie Burkhart

Katie Burkhart

Putting a point on business 🟡 | Entrepreneur Contributor | Serial Entrepreneur | Not-a-Book Author | Keynote Speaker | Minimalist Designer | Jargon Slayer

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