The purpose of this chapter is to share a process to compose a mission for a business program, conceiving it as an aspirational quest, where mindful and critical methods are invoked. By proposing a set of sensitizing questions, organized in a comprehensive matrix, the author argues about the importance of discovering insights, promoting critiques and formulating transformative intentions in business education. After adopting a set of comprehensive goals, some logics of change are explored, and ulteriorly, a mission statement in presented.