Most people and organizations do not write good vision or mission statements. Don’t make that mistake. Adopt the mindset that you’re connecting what you do, what you’re building, and who you’re trying to help to a future you see. To help you find your vision, you should identify your “Just Cause.”
A Just Cause is linked to our WHY, our noble purpose for being. Our WHY comes from our past—it is our origin story, and it is who we are.
Our Just Cause is our WHY projected into the future. It describes a future state in which we’ve realized our WHY. It is a forward-looking statement that is so inspiring and compelling that people are willing to sacrifice to see that vision advanced.
There are five criteria to have a Just Cause:
- For Something. It serves as a positive and specific vision of the future. A Just Cause is what you stand for rather than what you stand against.
- Inclusive. It is open to all those who wish to contribute. A Just Cause attracts people from diverse skill sets.
- Service-Oriented. The products and services an organization develops primarily benefit its customers, not the company itself.
- Resilient. Be able to endure political, technological, and cultural change.
- Idealistic. Big, bold, and ultimately unachievable. It’s not about becoming the biggest, the best, or the number one. It is about pursuing something infinite—you will not ever attain it. It is, indeed, a vision and not a goal.
A Just Cause is an ideal. It is something so noble that we would be willing to devote our lives and careers toward advancing it. And that’s why it is a part of the first step.