Mission: The mission of a company is a concise statement that outlines its purpose and reason for existence. For example, TED’s mission is “Spread Ideas.”

Vision: The vision is what accomplishing your mission looks like. For example, Microsoft’s vision in the early days was “A computer on every desk and in every home.”

Strategy: What’s the plan to achieve your vision? ****Your strategy should answer three questions:

1. Who are we going after?
2. Why are we going after them?
3. How are we going to get them?

Key Metrics: These are the numbers that best indicate whether or not your strategy is working. 1-3 metrics is best. Don’t have more than 5.

Initiatives: These are the projects and things you plan to do to move your key metrics.

Fictional Company Example - GlowLife:

GlowLife is a cutting-edge smart home automation system designed to enhance the overall well-being of individuals by optimizing their living environments. It consists of a suite of interconnected devices, including smart lighting, climate control, air quality monitoring, and personalized health analytics. GlowLife uses advanced AI algorithms to create customized environments that adapt to users' preferences and needs.

Mission: Turn homes into sanctuaries.