make mission clearer by explicitly mentioning iterative and increment…

…al software development.

society/about_society.md

@@ -5,10 +5,11 @@ title: The mission of the Samman Technical Coaching Society
 
 # The Mission of the Samman Society
 
-The Samman Technical Coaching Society is a not-for-profit organization based in Sweden. Its mission is to promote and develop Samman Technical Coaching and in particular support people who work as technical coaches with resources and opportunities to meet other coaches. The society owns the domain name 'sammancoaching.org' and the brand 'Samman Coaching' and protects these from misuse by third parties.
+Our mission is to promote and develop Samman Technical Coaching and support people everywhere who work as [technical coaches](
+{% link reference/technical_coach_definition.md %}) with resources and opportunities to meet other coaches. We are continually learning and using better ways to help individuals and teams to adopt the technical practices that enable iterative and incremental software development. 
 
-You do not have to join the society in order to use this website or attend society events. We do not offer certification as a Samman coach. However, membership of the society is only offered to technical coaches who have demonstrated their ability to use the Samman method, and who we are prepared to recommend. Learn more [about membership of the Samman Technical Coaching Society]({% link society/membership.md %}) and find a [list of members and contributors]({% link society/contributors/index.md %})
+The Samman Technical Coaching Society is a not-for-profit organization based in Sweden. The society owns the domain name 'sammancoaching.org' and the brand 'Samman Coaching' and protects these from misuse by third parties. You do not have to join the society in order to use this website or attend society events. We do not offer certification as a Samman coach. However, membership of the society is only offered to technical coaches who have demonstrated their ability to use the Samman method, and who we are prepared to recommend. 
 
-Organizations cannot become members, but they can [sponsor]({% link society/sponsorship.md %}) the society. If you are interested in joining or sponsoring the society, please [contact us]({% link contact.md %}).
+Learn more [about membership of the Samman Technical Coaching Society]({% link society/membership.md %}) and find a [list of members and contributors]({% link society/contributors/index.md %}) Organizations cannot become members, but they can [sponsor]({% link society/sponsorship.md %}) the society. If you are interested in joining or sponsoring the society, please [contact us]({% link contact.md %}).