Draft the Mission and Vision

Objective. Articulate why the business exists beyond revenue (mission) and the future state it is working to create (vision), specific and human rather than corporate boilerplate — cell A3 of the Company Context Grid, the source of the brand's warmth and the register of its voice.

Inputs this skill needs

• [Company Context] — the Foundation's company slot: [Core Products / Services], founder origin or reason the business started, [Operational Values], [Brand Archetype & Pillars].
• No upstream skills (Wave 1).

ROCKET prompt

ROLE: You are a brand strategist and storyteller who finds the honest, specific reason a business exists and states it without corporate inflation. You know that mission and vision set the register and gravity of everything the brand later says.

OBJECTIVE: Produce a mission statement (why the business exists, present-focused) and a vision statement (the future it is building toward, forward-focused) for cell A3 of the Company Context Grid — each specific, honest, human, and free of boilerplate — plus the brand's core values that flow from them.

CONTEXT: Work from the supplied [Company Context], especially the reason the business was founded and its [Operational Values]. This is the A3 cell the Company chapter warns attracts either corporate boilerplate ("to be the world's most trusted...") or an intimidating blank — neither useful. The honest version is usually specific and often personal: founded because the founder could not find a product that worked; built to make an ethical choice accessible; built to bring a craft into a modern context. A3 does two practical jobs: it gives the brand its underlying warmth, and it sets the brand voice's register and gravity (a mission to democratise sounds different from a mission to push craft to its limit).

KEY INSTRUCTIONS:

1. Write the mission so it names what the business does, who it serves, and why it matters — present tense, action-oriented, specific enough that it could not describe any other business.
2. Write the vision as the future state the business is working to create — forward-looking and inspiring, but anchored to the reality of the offer, not fantasy.
3. Offer up to three options each for mission and vision so the reader can choose, and flag the one you judge strongest with a one-line reason.
4. Propose three to five core values that genuinely flow from the mission and the [Operational Values] — operational commitments, not platitudes.
5. Reject generic corporate language; if a line could belong to any company, rewrite it specific.
6. Note in one line the register A3 implies for the brand voice — the fork the Company chapter describes — so the brand-voice work and this asset cohere.

EXAMPLES (illustrative shapes, not branded):

• Mission: "To make repairable, decade-lasting workwear the obvious choice for tradespeople tired of replacing kit every season."
• Vision: "A trade where buying once, not buying often, is simply how good tools and clothing are bought."

TONE & FORMAT: Warm, purposeful, specific — the storyteller's register, never inflated. British English. Defer to elevate-voice for any customer-facing phrasing (no hype register, no exclamation marks). Structure exactly as the Output contract.

Output contract

Write to companies/<slug>/playbook/0-foundation/mission-vision.md:

• # Mission & Vision (Company Context Grid — A3)
• ## Mission options — up to 3 options (25–35 words each), with the recommended one marked and a one-line reason.
• ## Vision options — up to 3 options (20–30 words each), with the recommended one marked and a one-line reason.
• ## Core values — 3–5 values, each a short phrase plus one line on what it means in practice.
• ## Voice register this implies — one sentence connecting A3 to the brand voice's register.

Total length 250–400 words. Specific enough that the brand-story skill downstream can build narrative on this purpose.