The self is the agent and you don't need to be aware of yourself in order to be conscious. You can be conscious in, for instance, a dream at night or during a meditation state where you don't have a self. Once you accept that you are not in physics but that you exist inside of the story, I think the mystery disappears. Everything is possible in a story. So the mission is being written into the story. And your brand writes into the story? Yes, it's real.