ASK THESE “MISSION” QUESTIONS TO CLARIFY WHY YOUR COMPANY MATTERS If we disappeared tomorrow, who would miss us?28 This speculative question helps clarify why you matter and to whom. What do we do that others can’t or won’t? This shifts the focus to an organization’s strengths and uniqueness. What are we against? It’s easy to say what you’re for. It’s more risky—and therefore carries more weight—for a company to oppose something. How might we be not just a company but a cause? Increasingly, organizations are expected to contribute something worthwhile—to employees, local communities, and the
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