At the heart of any company is its mission. A business’ mission defines what it stands for — its purpose and the reason for its existence. Mission declares the difference a company seeks to make in the world. A strong mission is lofty, ambitious, and sometimes audacious.
Many executives don’t realize that mission is an underused asset in improving organizational performance and profitability, and they neglect their ultimate responsibility of aligning their brand and culture with their highest purpose. Failure to meet a company’s mission-related needs is failure of leadership.
To instill a passion for the company’s purpose, the best leaders in the world hold managers accountable for addressing employees’ basic engagement needs. Then they focus on aligning mission, culture, and brand to empower high performance among individuals and teams. By providing this strategic direction, mission-driven leaders maximize employee engagement as a key driver of organizational performance — and as a strong predictor of business success.