Sharing your mission

Analyzing great companies you can see that all of them have a story to tell. They spread their mission to the world, obtaining a stronger relationship with their audiences. It’s a winner strategy that allows you to increase the level of engagement with your audience.
An interesting example is Elon Musk and his companies. If you follow the news you’ve noticed that Elon Musk’s missions are: first, eliminate the use of fossil fuels; and second, colonize Mars. Thanks to these public statements, he had built an intense and powerful audience that’ll follow him wherever he goes. For example, in the case of Tesla, from the beginning he made publicly the main strategy of 3 car models, achieving a 30.000$ electric car. And since then, he shared a plan to destroy the fossil fuels. He shared a mission and a plan. A story where the audience wants to be part of.
This guy shared several strategies (lately one with the acquisition of SolarCity) that boosted his businesses to another level.
If you want to be in the average, don’t share your mission. But if you want to play in another level, you’d have to share it. There’s no reason to hide your mission. Not even because your competitors can take an advantage. The reason is in the story itself. That’s the strategy. You share your mission to engage your audience.
Your mission is your story. Your story is your mission. And the whole, is your strategy. There’s no space for bullshit. If you share your mission, make sure you are going for it—or the market will punish you.
PS: There’s never a correct strategy to follow. The opposite works as well. As Apple does, you can keep your strategy secretly until product’s launch. (Of course they only show a piece of the cake in the demos, not the whole cake.) But showing your vision as a company will engage your audience in a different level. Apple’s strategy is good, but few companies achieve that level of engagement. You’ll still have secrets, but give away your mission to engage your audience.