A Smart Bear · Jason Cohen
articleprincipleMission, Vision, poTAYto, poTAHto
9 November 2025Profit
Source excerpt
About A Smart BearMission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
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Apollo layer
What a founder can learn
Founder takeaway
Judge mission, vision, purpose, and BHAG statements by whether they clarify real choices—not by which label you use. A useful north star helps the team prioritize, align, and say no.
Why it matters
Founders can waste time debating terminology while teams still lack direction. Decision-useful language turns an abstract statement into a practical tool for allocating scarce attention and resources.
Relevant guides
Put it to work
Write your company’s north star in one sentence, then test it against three current decisions. Does it clearly change what you will prioritize or reject? If not, revise it until it does.
Private notes