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two men with mission and motion

the two essential ingredients of anything that gets built.

we're just two guys. two amigos. two Imagos. mission and motion.

that is the whole company in one line. everything we do has to live downstream of those two words.

what john noticed.​

John Roberts heard the line and named what makes it work. sticky. memorable. tagline-shaped. a lot of meaning packed into an economy of words.

mission sits in the purpose-and-meaning layer. motion sits in the executional, action-oriented layer. two layers, two words, alliteration and a hidden ebonic carrying it. it just works.

the two ingredients.​

mission and motion are the two essential ingredients of anything being created. without mission, motion is just activity. without motion, mission is just intention.

together they are sufficient. one of us holds the mission with full conviction. the other holds the motion with full conviction. both check each other. neither drifts alone.

the diagnostic.​

when something is off, it is almost always one of the two:

  • the mission has gone fuzzy and we are moving without a clear why.
  • the mission is sharp but we have stopped moving.

the fix is naming which one. then restoring it. nothing else gets to take precedence.

two men. mission and motion. that is the whole job.