
THE ALLIANCE
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articulate what the company stands for. The core for
any company is its mission. Unlike the tactical “Mis-
sion: Impossible” assignments we discussed when de-
fi ning the tour of duty framework, company “mission
statement” missions are guiding principles and goals.
Great companies have specifi c missions that differ from
those of their competitors.
Saying that your company builds great products and
meets the needs of its customers is essentially mean-
ingless because those aspirations could and should
apply to any company. These are results, not purposes!
Which specifi c needs? Which specifi c customers?
FIGURE 3- 3
Foundational ...