Most mission statements are completely useless. Complete with homages to all cogs in the wheel of commerce and insider industry jargon that most people cannot pronounce, much less understand, they make little sense and add nothing of value to the organization.
Check this one out:
“We strive to conveniently revolutionize unique infrastructures and competently enhance enterprise-wide meta-services and leverage consumer paradigms to exceed customer expectations.”
Huh?
What is needed is a quick, memorable phrase that passionately describes what you deliver to your customers. Guy Kawasaki suggests it be more of a mantra, and I tend to agree.
Some of Guy’s examples:
Wendy’s: “Healthy fast food”
FedEx: “Peace of mind”
Target: “Democratize design”
Notice how they all get to the heart of what the company truly does. These are mantras your employees can easily live out within their own areas of influence.
Once you’ve got your mantra, you need a form of it that gives people a solid understanding of the problem you exist to solve. You need an Elevator Pitch.
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