Why Mission Statements Suck
I’m not arguing against a clear definition of where a company is going and what sets it apart. My beef is with the way the particular corporation’s guiding principle is expressed; it is generally verbose, convoluted and incapable of resonating with employees or inspiring them. I’m not the first person to say this. Yet, companies large and small from start-ups to blue chippers continue to err in crafting compelling, single-minded mantras.
Exxon Mobil Corporation'smission is an example of a poor statement. "We are committed to being the world’s...