How to Write a Mission Statement That Doesnt Suck

Summary

The video script humorously illustrates the pitfalls of crafting mission statements. It uses the example of a pizza parlor's mission statement evolving from a simple, exciting goal to a convoluted, generic declaration. The script advises using concrete language and focusing on the 'why' behind a mission to avoid vague, ineffective statements. It contrasts effective statements from Sonicbids and Johnson & Johnson with a less inspiring one from Exxon Mobile, urging viewers to create meaningful mission statements that resonate.

Takeaways

• 🍕 **Originality Lost**: A mission statement starts strong but loses its originality when too many people contribute and overcomplicate it.
• 📝 **Over-editing**: The process of refining a mission statement often involves unnecessary changes that strip it of its initial appeal.
• 🚫 **Avoiding Profanity and Jargon**: Words like 'damn' are removed, and more formal language is introduced, which can dilute the message.
• 🌍 **Broadening Scope**: The mission statement may start locally focused but is expanded to be more global, losing its specific appeal.
• 🥗 **Inclusion of All Offerings**: An attempt to include every product or service offered can make the mission statement vague.
• 🎉 **Adding Elements**: Elements like atmosphere and entertainment are added, which might not be central to the core mission.
• 🤝 **Emphasis on Integrity**: The word 'integrity' is often included without debate, highlighting its perceived importance.
• 📈 **Mission Creep**: The mission statement evolves into a generic 'solution provider' instead of a specific business goal.
• 📝 **Concrete Language**: Using concrete language, as seen in Sonic Bids' mission, makes the mission statement clear and relatable.
• 💡 **Focus on 'Why'**: Mission statements should focus on the 'why' behind the business, not just what it does.
• 🌟 **Famous Examples**:知名企业如Johnson & Johnson的Credo提供了一个以'为什么'为中心的优秀使命声明例子。
• ✍️ **Writing Tips**: Two tips for writing a good mission statement are to use concrete language and to focus on the 'why'.

Q & A

What is the initial example of a mission statement given in the transcript?

The initial example of a mission statement is 'our mission is to serve the tastiest damn pizza in Wake County'.

Why does the mission statement become terrible according to the speaker?

The mission statement becomes terrible because it gets overcomplicated and loses its original meaning as more people contribute to it, making it vague and generic.

What is the first tip given to avoid terrible mission statements?

The first tip is to use concrete language, which makes the mission statement clear and easy to understand.

What is an example of a concrete mission statement provided in the transcript?

An example of a concrete mission statement is from Sonic Bids: 'we want to help musicians get gigs and promoters book the right bands.'

What is the second tip for creating a good mission statement?

The second tip is to talk about the 'why', explaining the purpose and motivation behind the mission.

What is the famous example of a mission statement that focuses on the 'why'?

The famous example is from Johnson and Johnson's Credo, which starts with 'our first responsibility is to the doctors, nurses and patients, mothers and fathers, and all others who use our products and services.'

Why is the mission statement of Exxon Mobile considered bad in the transcript?

The mission statement of Exxon Mobile is considered bad because it lacks a clear 'why' and is filled with generic language that doesn't inspire or motivate.

What is the challenge given to the audience at the end of the transcript?

The challenge is to create a mission statement that says something meaningful and avoids using the word 'solution'.

What is the main reason behind bad mission statements, as discussed in the transcript?

The main reason behind bad mission statements is the cycle of making words more ambiguous and fancy until all the meaning leeches out.

What is the role of the word 'integrity' in the example of a bad mission statement?

In the example, 'integrity' is added to the mission statement without much debate, illustrating how easily vague and overused terms can be included without adding real value.

What is the final hint given in the transcript about creating a mission statement?

The final hint is that if a mission statement includes the word 'solution', it's not yet a good mission statement.