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“Mission” is the collective goal of a business. Stating the mission helps explain to customers, business collaborators, and employees the reason behind the existence of a given organization (its “why”). Our business resilience study, which explored pandemic-related responses of approximately 1,400 companies, identified that a clear, shared mission and purpose is one of the ten practices that have the most impact on business and people outcomes. In fact, organizations that focus change management and transformations on purpose and mission are three times more likely to excel in financial performance.

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