Mission or promise? Is it a statement or words of hot air?

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Can you recite your mission statement?

Come on! You’ve seen it a hundred times, maybe a thousand times. It’s some drivel about being number one, exceeding expectations, and building shareholder value that contains other nonsensical words that mean nothing to anyone except the marketing people who dreamed it up one afternoon.

I often wonder if there is anyone actually in charge of implementing the mission statement. I think you could find such a person over at Disney World heading up the “Fantasyland” department.

REALITY: Why is your mission statement always put in terms of you, rather than what you might do for others?

As a customer, or potential customer, I don’t really care about you unless you can do something of perceived value for me.

Which brings me to my prime question of the day, maybe of the decade: Is it a mission or a promise? And in the end, which is more powerful?

Several years ago I created a list of customer promises for my seminar company, my book publishing company, and my online training company. The promises revolved around what would be done in favor of our customers. I would ask each of my employees to apply the promises in their daily interactions with customers.

And all of the sudden, I didn’t need a mission statement because the promises, when enacted, automatically created achievement, memorability, WOW!, and loyalty.

Click the image below to read the full article and to find out what I promise:


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