- Why does this org exist?
- Why not shut down, cash out and sell off assets?
- Start with the end in mind
- States the purpose of the org's existence
- Narrow focus
- Clear and to the point
- Realistic, feasible and achievable
- Succinct one sentence with adverbs and adjectives
- Guidance for leadership and employees
- Lets prospective employees know what the org is like
- Is unique
- What the org wants to be
- Paint a picture of the the ideal org in the future
- States what the org wants to be in the future
- Allows for growth and development
- Is inspiring; can use words not appropriate for mission
- Is clear
- Core priorities in the culture
- How we act in the org
- States what is important
- Describes how we interact
- Provides guidance about tradeoffs