Starr insists that companies he funds can express their mission statement in under eight words. They also must follow this format: “Verb, target, outcome.” Some examples: “Save endangered species from extinction” and “Improve African children’s health.”
The mission statement is a key part of Mulago’s approach, but it’s not the only part. Once the mission statement is establish, Starr insists that companies that get investment “measure the right thing” and “measure it well.
The Eight-Word Mission Statement, reported by Eric Hellweg of HBR
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