When Mission Matters

Organizational missions are inspiring when they communicate how an organization brings truth, beauty and/or goodness to the world. For example, organizations in research or education help bring truth to the world (e.g. biotech companies, universities, schools). Organizations that produce goods or services reflecting aesthetic or artistic beauty or functional excellence bring beauty to the world (e.g. organizations that produce goods or services reflecting a high level of quality, advertising and design organizations, entertainment organizations). Finally, organizations that help improve the wellbeing of people, bring goodness into the world (e.g. healthcare, consumer products or leisure and entertainment organizations).

Citibank’s recent television commercial is a great example of an organization communicating a mission that inspires. The ad shows some of the projects that Citi helped finance including the transatlantic cable, the Marshall Plan to rebuild a post-World War II war-torn Europe, and the Space Shuttle Program. Now those are some accomplishments to be proud of and collectively they have brought greater truth, beauty and goodness into the world.

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