10.1. Simple, Singular, and Directional
What does an effective Top Box look like? It depends on where the company is in its growth cycle and sense of urgency. But the first thing to note is what a Top Box is not: it's not a corporate mission statement.
Mission statements get a lot of grief, much of it deserved. Too often they're collections of meaningless platitudes that emerge from committees with little relevance to the rank-and-file employees they're designed to serve. Occasionally, a mission statement is simple and well crafted, such as Google's mission "to organize the world's information and make it universally accessible and useful."[] Yet, even the clearest mission statement does little more than outline a general global statement about ...
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