A short talk advising business owners to clarify three interconnected missions: the owner’s personal goals, the customer’s problem to be solved, and the team’s mission; aligning these creates a unified business mission. The speaker urges owners to define personal objectives (income, contribution, time), identify customer problems, and align the team to solve them.
Every business needs to understand there's three missions that they need to be on. The first one is recognizing that as the owner of the business, what are you after? Right? I've talked to clients so many times, and they want to grow, they want to scale, they want to get to this level or that level. And I'll stop them and say, what are you after? What do you want in your life? How much money do you want to make? What kind of contribution do you want to make? What kind of time do you want to be able to spend with your family? Let's start with that. Now let's look at the customer's mission. What problem do you solve that you could solve for that customer to help them fulfill their mission? And when you have those two things and you combine them, well, now you have a business, right? Cause the business is working to solve the customer's problems, while also working to solve your problems. But when you add a third component to it, which is your team, and you understand what it is that they're trying to solve, and you get them on board with solving the customer's problem, now you're on a mission.
