THE SIMON SINEK TEST

        People don't buy WHAT you do, they buy WHY you do it.

Test each potential mission:

1. Does it make you emotional when you say it out loud?
2. Would you do this work even if it paid less?
3. Does it help you make hard decisions? ("Does this align with our why?")
4. Can employees clearly explain it to customers?
5. Does it differentiate you from competitors?