Defining Purpose, Vision, Mission isn’t as simple as one might think. Here’s an attempt, using the moon landing as context.

Astronaut on the moon and the American flag
Photo by NASA on Unsplash

Vision and Mission statements have been around for a long time for brands and organizations. While many world’s leading organizations have clearly articulated–and even made memorable–Vision and Mission statements, working with clients, I’m surprised how often I come across organizations that don’t have them articulated that well.

None would admit…

Rei Inamoto

A designer by trade, a minimalist at heart. Founding Partner of I&CO. Named in “Creativity 50,” “The Top 25 Most Creative People in Advertising.”

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