OK, we know we bang on a bit about mission and super hero sales (check back in the blog archives if you don’t believe us), but here is yet another reason why it is important…….. having a strong mission makes it easier to make decisions. A conversation with a client this week really brought this home to us- the business in question has a strong history but their market has changed, and they are considering a slight change in direction. They had a firm idea of what they wanted to be doing, but like many businesses hadn’t narrowed down a clear focus on who they needed to be doing it for. As soon as they understood who they wanted to work with, and where they could make the biggest difference a clear, and compelling mission emerged. Their revised mission is HUGE, and audacious and truly remarkable; but, more than that, it passes one important test- when someone else hears what they are about it is really hard not to immediately think of someone who needs their service. How powerful is that? Imagine if you could refine your mission to the extent that everyone who heard it would know straight away one person who they wanted to tell about you? Now stop imagining, and make it happen!