Empowerment #1: Internalize the Organization's Mission

Gaining buy-in to the organization's Mission Statement requires that everyone be able to internalize what that mission statement means to them, their jobs, and their personal principles.

Make sure that everyone in the organization—and I mean E-V-E-R-Y-O-N-E—understands the organization's Mission Statement (and it will help to have a simple-to-understand one). A Mission Statement should not be long (it should pass the 30-second elevator test) and not contain non-descript, non-committal weasel words. A Mission Statement should clearly articulate why an organization exists.

Here are some of my favorites:

• TED: Spread ideas.
• JetBlue: To inspire humanity—both in the air and on the ground.
• American Heart Association: To be a relentless force for a world of longer, healthier lives.
• Patagonia: Build the best product, cause no unnecessary harm, use business to inspire...