The effectiveness of higher education institutions has bases in institutional structures and cultures. However, structure and culture represent abstract concepts while institutions realize high performance in practice. Given their salience in higher education, mission statements and campus space bring structure and culture into the realm of practice. Moving from abstract to concrete, this paper shows how mission statements embody structure and culture and how physical space, in turn, enacts mission in day-to-day institutional life. By harnessing the mission-space linkage, strategy can access structure and culture for the purpose of increasing effectiveness.