I agree with Seth Godin in his latest posting, Not even close–the worst mission statements…. However I think it’s more fundamental than that even.
Mission is such a product-driven element to use the IBM jargon. It says what the company intends to do. That may be so inward looking. It’s so much better to go with something client-centered. I usually recommend a Commitment statement from the CEO. That’s a personal commitment to every customer on what they will receive. The implication is that if you don’t get what you thought you would get, then call the CEO. Now that’s putting your money where your mouth is.