A business that says its mission is to, “reinvent local commerce to better serve our customers and neighborhoods,” can spend a lot of time doing not much of anything before they realize that they’re not actually creating value.
A non-profit that seeks to create “fairness and equity” can also fall into a non-specific trap.
Far more useful to say, “we sell a good cup of coffee at a fair price,” and see if you can pull that off first.
Google claims they want to organize the world’s information. But they began by simply building a search engine that people would switch to.
We need a goal. But the more specific and measurable, the better.