003. Aligning Your Mission Series Part 2- What to Do When Your Mission Isn’t Aligned.

In Part 1, we explored what it means to align your mission and how to know if yours is working.

But what if it isn’t?

What if it sounds good on paper but doesn’t shape behavior, guide decisions, or inspire action?

What if your stakeholders can’t agree on what it is, who you serve, or what success looks like? 

What if your strategy seems to drift from what you originally set out to do?

You’re not alone, and you’re not stuck.

This post is your practical guide to realignment, so your mission becomes the strategic, operational, and cultural compass it’s meant to be.

First: Let Go of the Guilt

Misalignment is not failure.  It’s feedback, and it’s a healthy part of evaluating the organization’s direction. 

Over time, landscapes change. People shift. Communities evolve. And sometimes, your mission needs to catch up. Holding onto a misaligned mission because it’s "what we’ve always said" keeps you and your work stuck in the past.

So start here:

You don’t have to throw everything out, but you do need to tune in.

Step 1: Reconnect With Purpose

Before rewriting a word, go back to your roots:

• Why was your organization or initiative created in the first place?

• What problem are you trying to solve, and for whom?

• What values are non-negotiable?

• If you were creating the organizational mission today for the first time, what would it say?

Spend time with founders, early documents, or community members who’ve been part of the journey. Look for the throughlines that still matter.

Ask stakeholders, “What would happen if we didn’t exist?

PRO TIP

Step 2: Listen for Clarity (Not Consensus)

You don’t need everyone to agree on every word, but you do need shared understanding of what the mission means in tangible action.

Start gathering insight:

• Run a stakeholder audit: interview board members, staff, clients, and partners. Don’t forget to include potential or non-participatory clients and partners.  Their feedback can be a powerful litmus test of your mission. 

• Ask: What does our mission mean to you? How do you see it in our work? What’s missing?

• Look for patterns: where are people aligned? Where are they unclear or disconnected?

 Don’t just gather data through an impersonal survey.  Insights come more easily when you can see and hear people.  Make space for connection and emotion. Listen for things like frustration, pride, confusion, and joy. Those key indicators say more than words.

Step 3: Reframe, Don’t Just Rewrite

If your mission statement needs an update, great. But a new sentence isn’t the fix. It’s the connective touchpoint and a symbol of forward momentum.

Use what you’ve learned to reframe using these three key goals:

1. Clarity: Avoid jargon. Say what you mean in language anyone can understand.

2. Utility: Make it something people can use to guide their decisions.

3. Inspiration: Make it real and resonant. Invite people to care and join the pursuit of success.

Framework:

• What we do

• Who we serve

• Why it matters

Then test it:

Can someone make a strategic decision based on this?

Can a team member repeat it back?

Does it evoke the reaction we are seeking?”

Coming Up Next...

Part 3: Aligning Your Mission Narrative
We’ll explore how to turn your newly aligned mission into a compelling story that connects internally and externally, builds trust, and moves people to action.

Want to talk through your mission’s alignment? Let’s start a conversation.

 Contact Aligned

Visit our NEW Resources page for worksheets, guides, and checklists designed to help you get Aligned.