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Do You Have a Mission Statement? Or a Mission Culture?

Posted By Wes Sovis, Manager of Marketing and Business Development, VP Demand Creation Services, Friday, December 5, 2014
Updated: Friday, November 14, 2014

One task we routinely help our clients with is re-writing a mission statement. We have expert copywriters with advanced degrees in their field with over 50 years of combined experience in writing and testing copy. When a company asks us to help write a revised mission statement, we get a serious look on our faces. Writing a mission statement is easy - anyone with a pen or computer could give you few lines of inspirational copy in less than five minutes. But a mission statement is not just copy - it’s an ambitious statement about a company or association’s culture and interaction with its members or customers.

C-level executives and marketing managers (especially) usually are in the school of thought that the company’s logo or mission statement is the face of the company or association - the public’s perception is based on the creativity of the logo and the inspiring copy in the mission statement. But a logo is just a symbol for brand awareness purposes and a mission is just a bunch of words if you don’t deliver on the promise conveyed.

Consider the following:

“Our mission is to build unrivaled partnerships with and value for our clients, through knowledge, creativity, and dedication of our people, leading to superior results from our shareholders.”* What an admirable mission statement, right? The problem is that it was clearly just a bunch of words to the leadership and employees - this was Lehman Brothers’ mission statement until they went bankrupt in 2008 amid allegations of fraud and unethical business practices.

Ask any employee at your organization to recite the mission statement. If they can’t recite it, how likely is it that you’re succeeding in living up to the ambitious goals of the mission? Probably not happening. Your organization’s culture isn’t just internal either - if your employees lack enthusiasm for their cause, you can be sure your members or customers will notice when things aren’t quite right within the organization through interactions and dealing with the staff.

So when we are asked to write a mission statement for a partner, it’s not something we just throw together. We ask the questions, “Can you live up to the expectations of this mission? What will you do to promote the goals of the mission to staff and your clients?” These are questions everyone at the company should be asking themselves on a daily basis. You should be living your mission every day in everything you do.

*Shamelessly taken from How Google Works pg. 86. Read this book. Seriously.


Wes Sovis

Marketing Manager and Business Development

VP Demand Creation Services


Tags:  culture  google  mission statement 

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