If you don't have a mission well defined and communicated regularly how will people know where you are going or how they can contribute?
Your employees and your customers are crying out for direction.
They also naturally want to contribute to something bigger than themselves.
A powerful mission with a clear purpose has the power to direct, motivate, edit, position, propell, empower, inspire and validate.
Don't build your mission alone. Start a conversation with your employees, cusotmers and partners. How do they see you? What do they want to achieve collectively? Why do you exist?