Mission statement or a mantra

Mission statement is a very powerful tool, preferably made of one or two short magical sentences that has the power to enroll your customers, employees, suppliers and community under a common goal and values reflecting the main purpose of your business.

Unfortunately, very few companies succeed to build a good mission statement that has the potential to inspire people and grab their attention. A lot of organizations mission statements are made long, boring, generic and confusing; far from enchanting and leading people to a strong connection with the company brand and what it delivers every day.

To meet its goals and promote the company values, a mission statement has four important characteristics:

#1 Short to be clear.

#2 Concise to be memorable.

#3 Unique so the company culture, values, services and products.

#4 Inspiring to make the company likeable.

Here is a list of five good mission statements:

Google: “Organize the world’s information and make it universally accessible and useful.”

Facebook: “Give people the power to share and make the world more open and connected.”

Nike: “Bring inspiration and innovation to every athlete* in the world.”

*If you have a body, you are an athlete.

Amnesty International: “Undertake research and action focused on preventing and ending grave abuses of these rights.”

Charity water: “We’re a non-profit organization bringing clean, safe drinking water to people in developing countries.”

However, getting to mission statement like the good ones above is no longer the only way to express effectively what your company stands for. Sometimes, with very few words, a short mission statement or a mantra (as recommended by Guy Kawazaki the author of Art of the start) can captures the essence of your organization and deliver a powerful definition of your business to your community.

Here is my favorite mantras:

Kellogg: Nourishing families so they can flourish and drive.

Oracle: Powering innovation by simplifying IT.”

Ted: Spreading ideas.”

Please share your views :)

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