Mission-values is especially critical. It sets the tone, purpose, ways of working that can make magic happen. Make your mission purposeful and vision inspiring for the builders you want to hire are most attracted by your purpose in creating this venture or initiative. Start by crafting your mission, vision, values and the behaviours you expect.

People can do amazing things when they are inspired. But how do you inspire them to stretch beyond their job descriptions, and give and do more for their organisation? One way is to make sure that your company’s mission and vision inspire your employees to greater heights. These statements should be written, reviewed and updated by the CEO of the venture or company on a regular basis, as they embody his or her explanation of what the company does, its goals and what it aspires to be. The culture and values then set the behaviours and values that the company must embrace when it seeks to fulfil its mission and vision.

If your digital initiative is part of a bigger mothership, you can’t have your own mission, vision and values statements. In that situation, you can still define the expected behaviours by defining principles. This helps break down the hierarchy and encourage participation and challenge throughout the organisation. Some of the other principles you might consider are putting the customer first, owning the outcome and not just the activity, spending money like it is your own, or not encouraging a blame culture. Whatever the principles, this serves as a way to establish a subculture within your transformation that is uniquely different.