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In a fit of passion, local company creates another banal mission statement.



If you’re truly passionate about your business, skip the traditional Mission, Vision, Values statements. They’re dead. Instead, write a passion statement that reflects how you’re changing the world. No, really.

We’ve all seen bad mission statements. Maybe, we’ve even written a few ourselves. In fact, since becoming popular in the late 1960’s Mission, Vision and Values statements have become both ubiquitous and meaningless at the same time. Check out these groaners: 

  • Our goal is to enthusiastically foster leading-edge ideas so that we may continue to be the best in the world.

  • Our mission is to continue to efficiently impact stand-alone imperatives and approach our jobs with passion and commitment.

  • We exist to proactively re-invent fully researched value while striving for technical leadership.

How is a Passion statement different? Check out this example from Airbnb: For so long, people thought Airbnb was about renting houses. But really, we’re about home. You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere. That is the idea at the core of our company: belonging. Hear the difference? Passion statements require you to really think deeply about what you do and the impact it has on people’s lives.  There is no formula for writing a Passion Statement – passion comes from the heart, not a textbook. There is, however, a process for identifying relevant information and crafting it into a well-written message that resonates with customers, prospects, employees, investors – you know, people. We always find a work-around for passionate people. Let’s Get to Work – contact us below!

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