But What Does Your Company Actually Do?

Photo by Valeriia Miller on Unsplash

Company missions need to be to the point. They need to focus on what the company actually does, so that when you read them, you have a sense as to the firm’s aspirations and where their collective energies will be spent.

Tesla talks about “accelerating the world’s transition towards sustainable energy”. 

Ted wants to “spread ideas”.

Paypal wants “to build the web’s most convenient, secure, cost-effective payment solution”. 

Honest tea wants to “create and promote great-tasting, healthy, organic beverages”. 

Warby Parker wants “to offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses”.

But so much of the time, they aren’t to the point. They’re just statements that don’t tell you anything - chock full of generic business buzzwords.

Statements like:

“It is our business to quickly and continually manage advantages for performance-based and market-driven content in order to collaboratively and synergistically revolutionise access to innovative opportunities in parallel with our clients' needs to seamlessly integrate cutting edge services.”

That’s not real - I got it from an online Mission Statement Generator. But, honestly, it could be a real statement, couldn’t it? What the heck does it even mean?

If your goal is to expend as little energy as possible, save yourself the money of hiring a professional and just go use the link above. 

But if you really want a statement that matters, make it simple. Make it understandable. Make it memorable. 

So that when you say it, people understand it.