Most mission statements are awful. They are a bunch of fancy words put together but there is no soul there.

Nothing that actually inspires, guides and truly gives direction on where the business is going.

To create a mission statement seems to have become an exercise in  answering "how generic, tepid, PC can we become?"

A mission statement is needed though

I believe that if you are going to operate a business, you need a mission statement. You need something that you can refer back to when it comes time to make tough decisions. Something that says this is how you operate and this is how you behave.

I talked with a coaching client this morning about the importance of mission statements. I share more about our conversation and why mission statements are important in the video.