Does Mission Matter?

Missions is variously defined descriptively and prescriptively by organizations as the business we think we're in and the business what we aspire to be in. Reality is, markets decide what business we're in. Ultimately, what we call mission and what is actual value are closely related.    

Markets decide if and how much value they want to create for themselves and others through what we provide them. Value is something they create. We make that possible by what we deliver.