Describe the context for your mission.

What is your story, your moment of epiphany?

Explain as part of the mission why the organization or product exists.

How is it different from competitors?

Explain which need the organization or product satisfies.

• What is the primary purpose?
• Which problems are solved?
• What is the change in the world the organization is aiming at?

• Which public interest is this mission serving?

Explain what will people motivate to support this mission or be a customer..

• Who are your customers, clients, employees, partners?
• What does it do for customers, clients, employees, partners, and owners?
• What are the primary services and why should people use them?

Automatic list of visions vision statements derived from this mission.

The vision describes the change that has been accomplished in the future.