The mission gets lost.

What is your business mission? — Beyond simply making a living, what are your long-range business goals? Do you wish to become the standard by which your competitors are judged? Is it your dream to help make the world a better place?

Too many business professionals and companies make the mistake of trying to be all things to all people. Starting out with the fundamentally sound goal of finding a niche that will make them successful, they go astray by changing direction every time a customer ask for a new product or service. The mission gets lost in a frantic scramble for business before the original idea ever gets a chance to pay off.

So, even if you think you know your mission, it will serve you well to pause periodically, analyze your business and, if necessary, refocus on your mission and vision statement.

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