第一个就是Mission，什么是Mission？
A mission states why you exist. Even if you try to avoid pinning it down, it will usually make itself known.
显而易见，mission回答的是why，你为何而战？
“People work for people if they have a purpose. It took me a while to figure that out. First, I saw it in the military, and I wasn’t sure it would translate into the civilian world, but I discovered that it does. People don’t go to church as much anymore. The thing they have is their company, so they expect more and more from those companies. You need to spend a lot more time on values and purpose than I would have thought. Purpose is everything.”
- Charles Phillips, managing partner, Recognize, former CEO, Infor
简而言之，人们需要意义感，需要“宗教” —— 马克思所批判的（O(∩_∩)O哈哈~）
既然是宗教，就需要激动人心：
Missions are descriptive and aspirational.
举例：
They’re descriptive in that they should be uniquely specific—another organization should not be able to have the same mission. They’re aspirational in that it’s unlikely a mission will ever be fully achieved. Bill Gates once said, “Early on, Paul Allen and I set the goal of a computer on every desk and in every home. It was a bold idea, and a lot of people thought we were out of our minds to imagine it was possible.”
这是微软的，当时可能没人认为能做到。我们再看看谷歌的：
“Organize the world’s information and make it universally accessible and useful.”
更加具有雄心 —— 虽然在AI时代可能更难了，但是仍然有其适用性。
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