How to Avoid Banal Mission Statements

Mission statements are like clouds, there’s a lot of them and they’re as unremarkable from the next one.

Phrases like “Customer Happiness” or “Increasing synergies for our clients” aren’t mission statements. Here’s an exercise to practice over the holidays:

• How will you describe your company’s mission to your closest friend?

Asking yourself this removes the corporate buffer language we tend to lean on. Explaining the mission this way, without buffers, gets to the root of the cause. Locking onto these key phrases that are truthful will uncover the mission statement you’re really trying to say.

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