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   Back to Basics - Mission, Values, People

Mission mis-sion / [mish-uhn] noun: your organization's direction and purpose, what drives your work
Values val-ue / [val-yoo] noun: principles that guide your organization's internal conduct and external relationships
People peo-ple / [pee-puhl] noun, plural: individuals forming a group, the backbone of your organization

In a challenging market, your mission and values keep you focused on achieving success on your terms. These fundamentals are lasting and unchanging, and although they may evolve and develop in exciting ways as your organization grows, they will carry you through difficult times like these. And it's important to remember, your key employees are the evangelists for your mission and your values.

In a Fortune interview earlier this year, Jim Collins, who literally wrote the book on business development (as well a terrific monograph specific to the social sector), had this to say about the role of enduring values in the success of these depression-era companies: Read more.