Met with a non-profit group the other day. They wanted some help in building a PowerPoint to use in their fundraising. We started down the path by describing the situation, what the architecture was to deal with the situation and finalize by defining the mission of the group and what they needed. The rubber always hits the road when you have to be succinct in defining your mission. Simple litmus test: if you can’t define your mission in a Tweet (140 words) then your followers, employees, stakeholders etc. don’t have it clear either.