Attainable or Sustainable: How far does your mission reach?
By Jennifer E. Goldman, President of Resonance, LLC When it comes to creating, or amending, an organizational mission, it’s important to consider not only what you intend for the organization to accomplish, but for how long. Is your mission sustainable, or merely attainable? While both descriptions seem positive, in reality only one will keep your organization in service indefinitely. Attainable Missions An attainable mission is one that can, at least in theory, be fulfilled. Once that mission is accomplished, then the organization will cease to have a purpose. For example, if your mission is to build a dog park in every county in Virginia, once you’ve done this, the organization no longer has a purpose. Unfortunately, some organizations in this situation will either carry on after their usefulness has concluded or they may purposefully become less effective so as to never complete their mission. For organizations wishing to h...