Guy Kawasaki's video presentation on "The Art of the Start" has convinced me of, among other things, the need to have a mantra instead of a mission. (If you want to just read about what he has to say, go here.)
Compare this:
"To deliver superior-quality products and services to customers and communities through leadership, innovation, and partnership."
To this:
"Healthy Fast Food"
The first is Wendy's mission statement. The second is Guy's suggested "re-write."
Which is simpler and tells you exactly what Wendy's is about? Which is more compelling? Which one makes you want to jump on board to help Wendy's get to where they're going?
When I used to teach job search techniques, we used to discuss the "elevator speech"--what would you tell a potential employer about yourself if you only had 30 seconds with them on the elevator. What would be the most important, compelling information you could provide?
Your mantra is your elevator speech. It's the essence of who you are as an organization. It's what makes you stand out from every other organization that does what you do.
You can try out your mantra at Your Elevator Pitch, which allows you to enter your "speech" and then have others review and rate it. A good way to see if you've exchanged your mission for a mantra.
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