Beyond Mission

Having spent the past 30-plus years living in a Navy town, I encounter a lot of former Navy officers now in their second career as consultants.

And invariably, they use nautical terms and analogies in their presentations. Comparing an organization to a ship, and the organization’s mission to various parts of that ship, has become a standard.

“Your nonprofit is a ship, and your Mission is the anchor that keeps that ship from drifting with the currents.”

“Your Mission is the rudder, by which you steer your nonprofit ship.”

“Mission is the sail, that captures the wind and allows you to move forward.”

“And recognize that your Mission is the ship’s keel, the backbone of the vessel, that is laid straight and true, and yada, yada, yada …”

This is, to use another military expression, “fubar.” That’s Fouled Up Beyond All Recognition (I paraphrase.)

If we continue to use the ship analogy, your Mission is not a part of the vessel, it’s the reason you went to sea in the first place. Your Purpose.

I don’t even like to use the word Mission. I especially dislike “Mission Statement.” Too passive.

I’m from the South. We don’t state things, we “declare.” Mr. T. Jefferson of Virginia wrote that inspirational document, “The Declaration of Independence.” If he had written, “A Statement of our Mission to Seek Independence” we’d still be drinking tea and eating scones.

No, we need to declare. A Declaration of Purpose is a bold, concise and memorable utterance that attests to what we do, why we do it and how we do it.

Tear down that Mission Statement hanging behind the receptionist’s desk, the one no one can remember or recite. Simply declare your purpose. Then work it.