Declare a discrete change—a 0-to-1 disruption—even if it feels like you’re exaggerating.
This works because your finality pries open audiences’ minds to the possibility that the rules of the game have changed in a fundamental, permanent way.
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How do you know you’ve nailed this critical element of your story for sales, fundraising and leadership?
When you’re swimming in relevant changes, you have two choices: (1) choose the one that best meets the criteria above, or (2) craft a master change statement that captures all of them under one umbrella.
The hard part about flouting convention, of course, is doing so while simultaneously satisfying the previous criterion—making the case that the change has already happened in a way that sparks recognition.
In this sense, naming the change is an act of journalism. Great journalists look for developments that are new (and that create stakes for readers) yet demonstrably happening.
The change that starts your pitch cannot be a change that you are bringing about, that you want to bring about, or that you think should be brought about.
Rather, it is a change that has demonstrably already happened (or demonstrably happening and unstoppable). It is not the result of your company, product, or idea.
The change must create new winners and losers. If it doesn’t, your audience is probably justified in preferring the status quo to whatever you’re pitching.
You begin with a purpose. A purpose is the reason why your organization has begun a journey, guided by the deeply-held values and beliefs that inspire it to make a difference.
Your mission follows the path your organization sets to arrive at its destination: When someone asks you where you are going, they ask you how you are going to get there. Your mission is the how: the unique way you do what you do, the path you choose to follow, the decisions you make to get to your destination.
Vision is your destination, at a point in the near or distant future. It's your goal, and what you expect to find
When you're building a team or company, you simply can't afford to lose great people. Treat them with respect and you're one step closer to keeping them on your team long-term.
A company’s Vision and Mission define where your company is going. Values define how you get there - for example, "openness."
Defining your values becomes the foundation for your company culture, directing the decisions you make, and the people you hire.
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