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Out with Mission Statements. In with Meaningful Statements.

August 27, 2012

My company, Think Creative, has made a name for itself helping clients clarify their positions in the marketplace and crystallize the messages that make them unique. Naturally, one of the things we have often helped clients do is write mission statements. And sometimes that’s great, but a lot of times it isn’t. It isn’t great because often, I’m standing before a white board, asking people to articulate what they think their mission is and they say things like “to deliver unparalleled customer service” or “to maximize shareholder value” or “to build the best widget.” Then they wonder why I don’t write these things down. Well, if these are the things you’re pursuing, you’re not “on a mission,” you’re just running a business. So, I no longer write mission statements. I write meaningful statements. That changes the conversation. How do you have an impact, make a difference, change people’s lives? These things are meaningful. So, the next time you’re discussing your company’s brand (or having Think Creative lead you through it), cross “Mission Statement” off the agenda and have a lively conversation about what you do that’s meaningful. What you accomplish each day that makes you proud, energized, fulfilled and passionate. Then, write those things down and share them with everyone – your employees, your board, your customers, your referral sources and your community. Share your Meaningful Statements with the people around you, and I promise you’ll not only connect more quickly with clients and customers, you’ll attract a legion of fans, too.

By the way, Think Creative’s Meaningful Statement: “To inspire people to greatness and clients to success.” Pass it on!

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