Your mission, should you choose to accept it, is to stop thinking up mission statements that mean nothing except to a handful of people at the top. It doesn’t matter how nicely worded it is, or how inspiring it sounds to the board member, or how cleverly it connects the different elements in your brand strategy; a mission statement is just that, a statement, and not, in fact, a mission.
Oftentimes, leaders spend too much time debating the words of a mission statement, and too little on really defining that very important something that’s truly meaningful, non-negotiable and absolutely worth doing.
Because when you have a crack team of individuals who are each experts in their own disciplines at your beck and call, you know the last thing they’ll do, and possibly the last thing you’d expect, is for them to just take your word on anything. But give them a compelling reason, a challenging objective, a pursuit with potentially lucrative and fulfilling rewards, and the only statement you’d need is “Go.”
So here’s what you can do.
Decide, with the best minds in your company, what your mission is. What difference you’re going to bring to the world, how you’ll transform the way people live, how you’re going to make things better. Then, act on it. That, in itself, is making your statement.