How the Dreaded Mission Statement
Doesn't Have to be Study in Banality
Fast Company offers a nice disquisition on a topic that occasionally comes up in my web copywriting duties--helping distill an organization's essence into a mission statement. The vast majority of these statements are dreary exercises in banal corporate-speak. But it doesn't have to be that way. As FC puts it: "Mission statements don't have to be dumb. In fact, they can be very valuable, if they articulate real targets. The first thing I'd do is forget the exact words and remember the reason for a statement in the first place. In 2006, Wilson Learning surveyed 25,000 employees from the finance and tech industries. Respondents said they wanted a leader who could 'convey clearly what the work unit is trying to do.' The same applies to mission statements, which set the tone. Employees, vendors, and clients don't get stoked by fuzzy mission statements. They will line up behind concrete goals." Thoughts?