Small teams can conquer the world. And startup founders have a magic weapon that can help them marshall their stakeholders into a formidable force.

No – I am not talking about venture capital.

I am talking about the simple concept of Identity.

Identity – three building blogs that define your startup

The Identity of a startup is its reason to exist. It is the expression of the big questions we all must answer if we aspire to greatness.

It is the why, who and what (but not the how) that underpins your strategy.

In essence, Identity has three components:

• Purpose – Why you exist. Forever.
• Mission – SMART ambition. Finite.
• Vision – The future + your contribution.

Let’s unpack.

Purpose – the thing your startup exists to do

E.g.

• Help all sales teams beat their sales targets.
• Enable automotive manufacturers to use 3D printing.
• Help utility companies make energy that is 100% sustainable.

Whatever it is, make sure it is something you are passionate about. Because this is the thing that should motivate you and your team to work 120% 24/7 for the next many years. At least until you’ve made your own little “ding in the universe”.

Mission – your Specific, Measurable, Achievable, Relevant and Time-bound (SMART) objective

E.g.

• Secure three specific lighthouse accounts as reference customers before the end of the year.
• Land a man on the Moon and returning him safely to Earth before the decade is out.

(NASA’s annual budget in the 60s was about $50bn in today’s money. They could take on a big mission).

Vision – your aspiration for the future and the role you look to play in it

To continue the example from above:

• A decade from now, our rocket technology will have enabled humankind to become a multi-planetary species.
• A decade from now, our software has enabled automotive manufacturers to make all cars using 100% recycled material.

The power of a strong Identity

Taken together, these three building blocks form the Identity of your company.

• They drive your positioning statement.
• They determine your Ideal Customer Profile.
• They set the direction for your company and product roadmaps.

And crafted well, they will help you inspire talent, investors and customers to join your rebellion.

In turn, this means that you can serve your purpose and execute your mission. All so you can deliver on your vision for a brighter future.