Pitching & Presenting

A Mission Statement That Doesn’t Suck

A Mission Statement That Doesn’t Suck

I got this in my e-post today from Fast Company, and it’s bang-on.  It’s written by Dan Heath, co-author of “Made to Stick.”  This is yet another example of how simplicity sells.
Simplicity doesn’t over-intellectualize.  It can paradoxically make sense while striking the emotions.

Likewise, a simple mission statement focuses you in running your business operations.  In selling, you won’t be lost when fielding a tough question for the first time.  Your answer will be easy to formulate, and more compelling.


But some organizations insist on having mission statements that truly suck.  The formula for a crappy mission statement is the following.  “Create it by committee.”  In order to please everyone, committees usually pulverize whole grain down to white flour, edginess down to dull, simplicity down to corporate-speak.  Great mission statements require courage.

It’s an insightful article.  And edgy.  And simple.  Just the way I like it.  Just the way most buyers like it.  (Even if they won’t admit it during a commitee meeting.)