MISSION DRIFT: What it is and how to steer clear of it

As companies age and mature, particularly after a decade or more, it becomes increasingly challenging to stay true to the original mission. This is evident when looking at organizations that have been in existence for 30, 50, or more years, as they may seem unrecognizable compared to their founding principles.

For instance, Harvard University was established with the goal of training morally upright ministers! It is difficult to argue that Harvard still adheres to this founding purpose today, despite being located in the same place where it was established in 1636. The reason for this shift is often attributed to mission drift.

Mission drift poses a threat to every organization, and without implementing proactive and protective measures, you may find yourself leading a company that strays far from its original vision.

What complicates matters is that mission drift occurs gradually, through a series of seemingly insignificant decisions that deviate slightly from the core mission. While these decisions may appear inconsequential at the time, when compounded with similar choices, the end result may be far removed from your initial intentions.

Here is an example from the retail industry. Entrepreneur Dov Charney established American Apparel in 1997 due to his frustration with American manufacturing jobs being outsourced overseas. His intention was to create employment opportunities by producing clothing in the United States. However, the company eventually deviated from its original mission. Instead of focusing on job creation, American Apparel became known for its provocative advertisements. Charney himself gained a reputation as the Hugh Hefner of retail as the company continued to move away from its initial purpose. More recently, the company filed for bankruptcy, serving as a stark reminder of the consequences of losing touch with one's business values.

?So, how can you prevent mission drift and ensure your organization stays on the right track? Here are a few suggestions:

?1. Your Board:

It is crucial to assemble a board that fully aligns with your organization's mission. Ensure that they genuinely believe in your purpose and empower them to speak up if they perceive any decisions to be inconsistent with your values.

?2. Your Executive Team:

Hire executives and leaders who share your mission, purpose, and values. It is essential to part ways with individuals who do not align with these principles, regardless of their performance. Although this decision may have short-term financial implications, it will yield significant long-term benefits.

?3. Embed Mission into Your Culture:

Utilize stories and symbols to integrate your mission and purpose into the fabric of your organization. This approach enables every member of the organization to make daily course corrections. Similarly, every individual within the company should use the mission and purpose as their guiding principle when making decisions. Encourage everyone to act in accordance with these values and refrain from engaging in activities that contradict them.

4. Assessing the Mission:

It is crucial to consistently evaluate your adherence to your mission. Take a cue from the renowned retailer Nordstrom on how to accomplish this. Each day, Nordstrom releases a list of the top ten salespeople in the organization, making it clear who the top performers are. Equally important, the company also shares letters from customers who commend employees that have gone above and beyond in supporting the company's mission, which is to "provide exceptional service every day, one customer at a time." Reviewing these letters on a daily basis serves as a means to gauge Nordstrom's alignment with its mission.

The key takeaway is that as your company progresses, it is essential to incorporate similar measures to prevent mission drift. Without these measures, there is a risk of running a company that deviates significantly from your original intentions.

Is your organizing experiencing mission drift? What are you doing proactively to prevent mission drift?