At the root of your organization is a quest of some kind. All of the subsequent elements flow from this, so it makes sense to concretely identify your quest first.
And by “quest,” we do not necessarily mean your mission statement. Your quest is what gets everyone out of bed in the morning and keeps them giving their all even when they are overworked and/or underpaid. What is your organization’s passion?
To help identify your quest, ask yourself questions like:
- How do we want to change the world?
- What do we want to have happen (or keep from happening)?
- Why is the world a better place with my organization in it?
- Why would the world be worse off if your organization didn’t exist?
- What problem is your organization trying to solve?
- What would “the ultimate success” look like for your organization?
Having a defined quest allows you to have a dramatic, disruptive goal—and these are what people respond to.