What Makes a Bad Mission Statement?

A mission statement is a concise statement that articulates the most essential information about an organization, including its purpose, values, and goals. A well-crafted mission statement can inspire and motivate employees, attract customers, and build trust with stakeholders. However, a poorly written mission statement can have the opposite effect, causing confusion, disengagement, and even damage to the company’s reputation.

There are several characteristics that can make a mission statement ineffective or even harmful. Some of the most common pitfalls to avoid include:

Lack of Clarity

A bad mission statement is often vague and lacks a clear focus on what the company does and why it does it. It fails to communicate the purpose and direction of the organization, leaving employees and customers confused about its goals and values.

For example, the mission statement of American Standard, “Be the best in the eyes of our customers, employees and shareholders,” is too general and fails to provide any meaningful insights into the company’s purpose or values.

Length and Complexity

A bad mission statement tends to be too long and convoluted, making it difficult to understand and remember. It should be concise and easily digestible, capturing the essence of the company’s purpose in just a few sentences.

The mission statement of The Home Depot, “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices,” is an example of a statement that is too long and lacks focus.

Lack of Relevance

A bad mission statement may not align with the company’s core values, products, or services. It fails to convey what the company stands for and what sets it apart from competitors.

For example, the mission statement of Dell, “Dell’s mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve,” is too generic and fails to differentiate Dell from other computer companies.

Lack of Inspiration

A bad mission statement lacks passion and fails to inspire employees and customers. It should motivate and engage stakeholders, creating a sense of purpose and unity within the organization.

The mission statement of Hershey’s, “Undisputed marketplace leadership,” is an example of a statement that is uninspiring and fails to convey the company’s values or purpose.

Industry Jargon

A bad mission statement may be filled with technical terms and industry-specific language that is not easily understood by the average reader. It should be accessible to a wide audience, including potential employees and customers.

For example, the mission statement of Cisco, “To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners,” is an example of a statement that is filled with jargon and is difficult to understand.

Conclusion

A well-crafted mission statement is a valuable tool that can help an organization achieve its goals and objectives. By avoiding the common pitfalls discussed in this article, companies can create mission statements that are clear, concise, relevant, inspiring, and accessible.

References

1. Compose.ly: 5 Examples Of Bad Mission Statements You Should Learn From
2. Brafton: 4 Bad Mission Statements (and How To Do Better With Yours) [Infographic]
3. LinkedIn: The 7 Best And 5 Worst Mission Statements Of America’s Top Brands

FAQs

What are some common characteristics of a bad mission statement?

Some common characteristics of a bad mission statement include lack of clarity, length and complexity, lack of relevance, lack of inspiration, and use of industry jargon.

Why is it important to avoid these characteristics?

These characteristics can make a mission statement ineffective or even harmful, causing confusion, disengagement, and damage to the company’s reputation.

What are some examples of bad mission statements?

Some examples of bad mission statements include:

• “Be the best in the eyes of our customers, employees and shareholders.” (American Standard)
• “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.” (The Home Depot)
• “Dell’s mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve.” (Dell)
• “Undisputed marketplace leadership.” (Hershey’s)
• “To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.” (Cisco)

What are some tips for writing a good mission statement?

Some tips for writing a good mission statement include:

• Keep it clear and concise.
• Make it relevant to your company’s core values, products, and services.
• Make it inspiring and motivating.
• Avoid industry jargon and technical terms.
• Get feedback from employees, customers, and other stakeholders.

How can a bad mission statement impact a company?

A bad mission statement can have a number of negative impacts on a company, including:

• Confusion and disengagement among employees
• Difficulty attracting and retaining customers
• Damage to the company’s reputation
• Difficulty making decisions and setting goals

What is the purpose of a mission statement?

The purpose of a mission statement is to articulate the organization’s purpose, values, and goals. It should inspire and motivate employees, attract customers, and build trust with stakeholders.

What are some examples of good mission statements?

Some examples of good mission statements include:

• “To empower people to create and share ideas and information instantly, without barriers.” (Google)
• “To organize the world’s information and make it universally accessible and useful.” (Wikipedia)
• “To make a positive impact on the world by empowering people through technology.” (Microsoft)
• “To connect people with the power of music.” (Spotify)
• “To create a world where everyone has a decent place to live.” (Habitat for Humanity)