Recently, scholars have advanced an ideal of the entrepreneurial state in which industrial policy is pursued in a mission-directed manner. Crucially, this perspective does not merely call for the heavier use of industrial policy, but envisions the state as a central focal point, mobilising society around the pursuit of a common mission. Using the historical example of East Asia’s developmental state, which closely resembles its contemporary variant, I demonstrate that mission-directionality – should it be consistently applied – tends towards the pursuit of a singular overarching mission, and could require the use of authoritarian and disciplinary mechanisms to sustain mission focus in an environment of uncertainty. In turn, this potential risk arises because mission-directionality seeks to transcend the otherwise directionless nature of market-based and democratic decision-making through the use of bureaucratic discretion, to align the behaviour of social actors in a cohesive and directional manner.