<aside> 💡 This page provides an example mission and strategy to give you some ideas and inspiration to craft and refine your collective aspirations into something clear, objective, and compelling.

A compelling mission provides clarity and direction, aligning your actions towards a common cause. It can attract and inspire like-minded people who share a passion for that cause beyond transactional employment relationships.

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Mission, Vision, and Strategy Example

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To make your mission more meaningful, use clear and consistent language about not just the aspirations and ideals you hold as a company, where you’re collectively heading, but also who you are not, and where you’re not going. This contrast sharpens the narrative and reduces the risk of excessive internal conflict on which direction you’re going and how to get there. Continually communicative this narrative is a key responsibility of leaders within the organisation, leading by example and helping others stay on the path.

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Mission: Help companies build better businesses for their people by embedding clarity, agency, and flow into their organisational operating systems.

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Vision: A world where every company is as capable as the people within it, inspiring individuals and teams to bring their best to work.

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Business Strategy

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Key Partners

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  1. Technology Providers: Partner with cloud service providers to ensure scalable and reliable infrastructure.
  2. Academic Institutions: Partner with universities for research on organisational design and psychology.
  3. Integration Partners: Develop partnerships and integrations with popular productivity tools

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Key Assets

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  1. Systems Thinkers: Hire technical and business architects with systems thinking backgrounds to improve the product offerings and provide consulting services.
  2. Engineering Talent: Recruit and retain top-tier full-stack engineers and designers to continue crafting the products.
  3. Organisational Psychology Expertise: Hire experts in workplace culture and employee engagement.
  4. Proprietary Technology: Develop and protect our unique products and designs.
  5. Customer Data: Securely manage and analyse customer data to drive product improvements and insights

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Customer Relationships

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  1. Consultative Approach: Work closely with clients to understand their unique challenges and tailor solutions.
  2. Ongoing Support: Provide continuous guidance and best practices to ensure long-term success.
  3. Community Building: Foster a community of culture-forward organisations to share experiences and best practices.
  4. Transparent Communication: Maintain open lines of communication about our product roadmap and company direction.

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Customer Segments

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  1. Progressive Small-Mid Size Companies: Target businesses with 25-250 employees that value people and progress.
  2. Start-Ups and Scale-Ups: Focus on fast-growing companies that need to scale their culture alongside their business.
  3. Forward-thinking Enterprises: Engage with larger corporations looking to reinvent their OS.
  4. Non-profit organisations: Offer tailored solutions for mission-driven organisations to align their internal culture with their external impact.

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Revenue Streams

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  1. Subscription Model: Offer tiered pricing based on company size, feature set, and support levels.
  2. Professional Services: Provide additional consulting and implementation services for complex deployments.
  3. API Access: Generate revenue from partners and customers who integrate our platform with their existing systems.
  4. Data Insights: Offer anonymized, aggregated industry benchmarks and reports as a premium service.

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Key Activities

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  1. Product Development: Continuously improve our platform based on user feedback and emerging workplace trends.
  2. Customer Success: Provide exceptional support and guidance to ensure clients maximize the value of our platform.
  3. Research and Innovation: Stay at the forefront of organisational psychology and technology to inform the product roadmap.
  4. Marketing and Sales: Educate the market on the importance of organisational design and the benefits of our solution.

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Value Propositions

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  1. Culture Transformation: Provide tools that enable companies to build more transparent, collaborative, and engaging workplaces.
  2. Data-Driven Insights: Offer actionable insights based on real-time data about employee engagement and organisational health.
  3. Customizable Solutions: Deliver a flexible platform that can be tailored to each organisations unique culture and needs.
  4. Measurable ROI: Demonstrate clear return on investment through improved employee retention, productivity, and satisfaction.

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Channels

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  1. Direct Sales: Engage with medium to large enterprises through a dedicated sales team.
  2. Website and Content Marketing: Educate and attract potential clients through thought leadership content.
  3. Partnerships: Leverage consultancies and integration partners as channels to reach new customers.
  4. Events and Webinars: Host and participate in industry events to showcase our platform and expertise.

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Cost Structure

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  1. Product Development: Invest heavily in engineering and design talent to continually improve our platform.
  2. Cloud Infrastructure: Maintain robust and scalable cloud infrastructure to support our growing customer base.
  3. Customer Success: Allocate resources to ensure high-touch customer support and success initiatives.
  4. Sales and Marketing: Invest in educating the market and acquiring new customers through various channels.

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Execution Plan

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  1. Q1-Q2 2024:
  2. Q3-Q4 2024:
  3. 2025 and beyond:

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Product Strategy

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Our North Star Metric is Active Company Engagement Score (ACES)

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Supporting our mission and org strategy, this north star metric measures the overall health and effectiveness of an organisation's OS as measured through our offerings. It ranges from 0 to 10, with higher scores indicating a more engaged and effective workplace.

graph TD
  4["' The Work ' (Leading)"]
  3["Input Metric 1"]
  3.1["Input Metric 2"]
  3.2["Input Metric 3"]
  3.3["Input Metric 4"]
  1["North Star Metric"]
  2["Mid/Long Term Results and Value (Lagging)"]  
  
  
  4   --> 3
  4   --> 3.1
  4   --> 3.2
  4   --> 3.3
  3   --> 1
  3.1 --> 1
  3.2 --> 1
  3.3 --> 1
  1   --> 2

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  1. Daily Active Users (DAU)
  2. Transparency Index
  3. Collaboration Rate
  4. Feedback Loop Velocity

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The typical strategic planning process is done behind closed doors by a small group of executives with little diversity of thought or outside influence. Unsurprisingly, this results in myopic and narrow-minded strategies. This top-down exercise employs only a tiny fraction of the collective intelligence in the company, and predictably results in misalignment as the lack of holistic and robust debate leaves room for ambiguity to grow over time.

The antidote to this is to open up strategic conversations and ideas throughout the company to be refined down to a truly innovative, future-fit strategy. Strategies need to diverge widely, engaging employees, customer, and business partners to increase the quality of ideas and input before converging to a clear path.

Here are some steps to get started with opening up your strategy:

  1. Disable the fear of dissent. In many organisations, there are explicit or implicit penalties for disagreeing with your manager, resulting in an echo chamber of homogenous thinking. You need to make it safe to dissent, taking opportunities to ask, “Where is my thinking stuck?” “What other options do you see?” “What would you do differently?”
  2. Invest in building creative skills. Companies are often frustrated when they ask employees or customers for ideas. Much of what comes back is either too small or too impractical. To increase the signal-to-noise ratio, you have to coach people to think differently, building the creative muscles to increase the quality of ideas being contributed.
  3. Open up the strategy process in simple, low-cost ways. Make sure strategic sessions include newcomers, diverse thinkers, and individuals who’ve worked in other industries.