Names the direction your effort is actually serving.

Write one sentence that states your purpose. Test it against four criteria:

1. Specific — names a direction, not a mood
2. Durable — still holds in ten years
3. Testable — you can point to whether this week served it
4. Defensible — you'd say it under pressure without editing it

If it fails any of the four, rewrite. Most first drafts fail durable. Most first drafts are also too long. Keep cutting until it's a sentence you don't need to explain.

OUTPUT: One sentence. Written where you'll see it weekly.

From The Operator’s Edge, Principle #1.