How do innovations move from the edges to the core of what an organization does? For maximum impact, innovations must cease to be innovative and become institutionalized and normalized.
Despite the concept's widespread popularity, the terminology surrounding missions can come across as convoluted. This is understandable, given that the term - which denotes ambitious, time bound, cross-sectoral and measurable policy objectives to address grand societal challenges such as climate change mitigation, biosphere restoration or tackling health inequities - has proven to be both deceptively intricate and remarkably versatile.