Say no to mission statements, say yes to mantras.
As I'd mentioned above, I do respect the original intent behind mission statements: Signify purpose. Provide a clear True North. Ground individuals. Bring people together.
But, instead of mission statements, I like creating mantras. It is an idea expressed by Guy Kawasaki a long time ago.
As I've practiced it, mantras are five words, or less. In that space, good mantras, capture the very essence of existence (of a team, company, product, or a person).
They are as far away from long-winded meaningless let's check all the boxes things we call mission statements.
The best mantras communicate purpose, meaning, and are a clear rallying cry to bring people together.
This is the mantra of The Rachel Maddow Show:
Increase the amount of useful information in the world.
Ok, more than five words. But, come on, isn't it amazing?
(Note: It is possible your opinion about Ms. Maddow is different than mine. I request that you set it aside for a moment - in service of a valuable lesson. Thank you.)
Put yourself in the shoes of anyone who works on that show. Now let that mantra run through your head. Purposeful? Yes. Full of meaning? Yes. A north star? F' yes.
That is what I mean. It actually stands for something. You can actually understand what it means. It is something you can remember. Something that shines like a north star giving you direction, when you need it.
Six words.
I'm a bit of mantra connoisseur. Here are a couple more I love...
Tesla: Accelerating the world’s transition to sustainable energy.
Big. Bold. Entirely product independent, with room to grow.
Square: Empowering people to make a living from their ideas.
You'll see below, I'm partial to a focus on the customer. Given how Square started, I adore the living from their ideas bit.
Here's a slightly longer one by a politician...
In a modern, moral, & wealthy society, no American should be too poor to live.
Purpose. Meaning. Direction. Clear rallying cry. Yes. Yes. Yes. Yes.
You can obviously get mantras wrong.
This was the mantra of one of the (subjective opinion coming...) least yummy chocolate brand in the Western world:
Undisputed Marketplace Leadership.
I give them points for hubris and ruthlessness.
Can you imagine what purpose, meaning and rallying cry this communicates to their legions of employees?
Unsurprisingly, the company was widely panned.
Their fix was to replace the three words with 70 words (at which point it is so long that, not kidding, the mission statement contains inside it a summary of the mission statement!).
When done well, mantras effectively solve the original intent behind mission statements. Great mantras are not easy to come by, but always worth their weight in gold.
I hope you are inspired to speak up when you see generic slather mission statements, and that you'll lead the creation of great mantras.
Let me share how I've tried to do that, I welcome your critique...