Missions are all the rage at the moment, even the government has one. Counting a previous life, mission-based marketing and business planning has been my sole occupation for nearly a decade.
A mission is a clear objective guiding person, or company, actions and decisions. A mission sets long-term goals that address significant challenges or opportunities rather than just KPIs. Missions provide a sense of purpose and direction.
This approach is not just a statement of intent, but a framework for action that makes everyone and everything work in the same direction. It involves identifying actual problems to solve, setting ambitious yet attainable targets, and mobilising the whole organisation to work together towards these goals. The outcome is meaningful change and progress.
In the last election, mission-driven government were used, sometimes well, by the new Labour government to set out their stall and address what they think are some of the most pressing issues in the UK today.
What does it mean for a government to have a mission, and how can small and medium businesses (SMEs) apply similar principles to drive their own success?
Understanding Government Missions
The Labour government’s five missions direct the country, companies and people towards critical areas of growth and development. Some of these missions focus on the outcomes, as they should. Others focus on arbitrary metrics. The latter are genuine missions, where the latter is not, but despite this all have good intentions and can motivate ministers and country alike.
These missions include kickstarting economic growth to achieve the highest sustained growth in the G7, thereby promoting good jobs and productivity growth nationwide; making Britain a clean energy superpower by striving for zero-carbon electricity by 2030, which will lower energy bills and create jobs; taking back our streets by committing to halving serious violent crime and increasing public confidence in the police and justice system; breaking down barriers to opportunity by reforming childcare and education to ensure that no young person’s ambitions are limited by socioeconomic factors; and building an NHS fit for the future to meet future needs, reduce fatalities from major diseases, and promote longer, healthier lives.
All focus government action and resources on measurable, impactful outcomes, and the approach is rooted in the idea of mission-oriented procurement and policy-making, where public procurement is used strategically to achieve broader societal goals, whether it truly hits the mark is unimportant, if the outcomes follow. Perfection is the road to madness.
Lessons from Camden Council
A perfect example of mission-oriented governance can be seen in Camden Council’s innovative approach, as detailed in the report “Mission-Led Procurement and Market Shaping: Lessons from Camden Council” by Mariana Mazzucato and Daniel Wainwright. Camden’s approach illustrates how local governments can use their buying power to grow and influence markets to deliver mission-oriented outcomes. By aligning procurement with broader social and environmental goals, Camden can bake-in innovation and investment, supporting local businesses and community well-being.
Professor Mariana Mazzucato and Cllr Georgia Gould, in their mission-driven government initiative, emphasize the importance of collective imagination and social purpose in public service. They argue that for local governments to effectively tackle contemporary challenges, there must be a concerted effort to dream big and work collectively towards these dreams. Missions, they suggest, are not just about setting goals but about fostering a culture of collaboration and innovation. This approach can transform how public services are delivered, ensuring they are more aligned with the needs and aspirations of the communities they serve.
Applying Mission-Driven Strategies to SMEs
Having a mission can be equally transformative for business. While governments have the luxury of generating huge tax receipts, allowing, sometimes, resources and a mandate to tackle large-scale societal challenges, businesses can also adopt mission-driven strategies to achieve significant impact within their market and community. Here are some steps SMEs can take to develop and implement their own missions:
- Define Clear, Ambitious Goals: Just as the government sets national missions, SMEs must identify key where they can make a meaningful impact. Although benefit to society and the earth can be a wonderful driver, from a capitalist view, it’s what customers want in 2024. Customers want good sustainable business that improves employee well-being, or drives innovation within their industry.
- Align Resources and Efforts: Ensure that all parts of the business are working towards the mission. This means aligning financial, human, and technological resources to support the mission’s objectives. That’s what Underpin does at its core. Help businesses grow by all working on the same mission.
- Engage Stakeholders: Build connections with employees, customers, suppliers, and community partners to support the mission. Effective missions often require collaboration and the input of diverse stakeholders.
- Measure and Communicate Progress: Establish clear metrics to track progress towards the mission and communicate achievements to stakeholders. Transparency builds trust and ensures accountability.
- Foster a Culture of Innovation: Encourage employees to think creatively about how to achieve the mission. This might involve rethinking processes, adopting new technologies, or exploring new business models.
The Path Forward
The Labour government’s missions aim to address systemic issues through a strategic, focused approach. SMEs can take inspiration from this by defining their own missions to drive growth, innovation, and social impact. By adopting a mission-driven strategy, businesses not only contribute to broader societal goals but also position themselves for sustainable success in an increasingly complex and interconnected world.
Whether you’re running a local shop or a tech startup, having a clear mission can guide your business towards greater impact and profitability. Just as Camden Council leverages its procurement to shape markets and achieve mission goals, SMEs can harness their unique strengths to create value for their customers and communities. In doing so, they ensure that they are not just participants in the market but active shapers of a better future.
