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What is your mission?
A number of years ago I worked with a group that was trying to establish a mission statement to define their mission as a group.  I had them gather together a few times to brainstorm ideas, and then they were supposed to consolidate their ideas into a single sentence of approximately 20 words or less.  They nailed it.
A mission statement is different from a goal in that it is specific, detailed and exact.  A goal might be more like a moving target because changes in the economy, staff or other external issues may alter it a little here and there.  For instance, if you started an archery school, your goal might be to help every client attempt to hit his target every time.  Your mission would be to attract clients who can be trained to hit their target every time. There is a difference between hitting a target every time and attempting to hit a target every time.
If your mission is even more defined, it might be to attract clients who you will train to focus and achieve a center hit of their target every time.  That creates a different marketing strategy because now you're looking for clients who ... more

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