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Cover of Understanding and Creating Vision and Mission Statements by Linetsky & StojsicBarry L. Linetsky, 2020. All Rights Reserved

The Myth of the Memorable Mission Statement

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It is a common perspective amongst leaders that an organizational statement of purpose must be short, memorable and motivating like the world’s greatest marketing slogans or brand tag lines. What these executives are never able to validate is why this is better or more important than a more comprehensive statement that explains and communicates the purpose of the business.
Author Barry Linetsky

Former Allegan CEO David Pyott on Performance and Purpose

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A lot of companies think that they need to make themselves…