How to drastically improve your mission statement
- Sun, November 27 2011
- Filed under: Marketing essentials
How can you improve your mission statement?
Get rid of all those jargony, intangible words!
Or, in the words of Dan Heath:
1. Use concrete language.
2. Talk about the why - what makes what you do matter?
Here’s more on that from Dan Heath. (It’s the all-Dan-Heath weekend here on the blog…)
At Network for Good, we recently tried to do a better job with our vision and mission statements to capture these principles. What do you think?
Vision: To unleash generosity, with compelling opportunities to do good in the world at every person’s fingertips.
Mission: To deliver the engine and expertise that organizations need to revolutionize giving and unleash generosity on a massive scale.
Comments
Great reminder here, Katya. Keeping it simple works best. Now, how do we get this message out to the boards of directors? 
Wow man, this guy know what he’s talking about.
I love the contrast he gives about Johnson & Johnson vs ExxonMobile. That’s great example about great mission statement vs terrible mission statement.
Okay, now let’s try to make my own mission statement…