Create a mantra, not a mission statement
I rarely read old blog entries — especially my own — but one from Guy Kawasaki in 2006 sticks with me. In it, Guy argues for organizations to develop mantras instead of mission statements, which tend to be wordy, and lack relevance or impact.
“A mantra is three or four words long. Tops” he writes. “Its purpose is to help employees truly understand why the organization exists.”
He gives his own examples: Federal Express: “Peace of mind” Nike: “Authentic athletic performance” Target: “Democratize design” Mary Kay: “Enriching women’s lives”
“The ultimate test for a mantra (or mission statement) is if your telephone operators (Trixie and Biff) can tell you what it is. If they can, then you’re onto something meaningful and memorable,” Guy says. “If they can’t, then, well, it sucks.”
