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Dreamcrafting by Art McNeil, Paul Levesque

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If you can dream it, you can do it.

—WALT DISNEY

2Defining Your Dream

Even when some business organizations (and individuals too) discover the usefulness of defining a mission for themselves, they frequently make the mistake of assuming that the challenge before them is primarily one of wordsmithing. They strive with such diligence to draft a statement of their mission that sounds good, they forget that the primary objective should be to define a mission that feels good—that is, one that excites, that motivates, that inspires (compels) action. This is what we mean when we refer to the need for a “compelling” mission.

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The Compelling Mission Statement

Rather than “wordcrafting,” the process of defining the mission in compelling terms is ...

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