Most mission statements blur together—polished words about innovation, excellence, and integrity. Blah, blah, blah!

And I’m not the only one who feels this way. In my conversations with both company leaders and top talent over the years, I’ve heard pretty much the same feedback:

Long-winded, generic mission statements don’t inspire confidence.

They make it harder to believe in a company, whether you’re thinking about working there or doing business with them.

Most mission statements look like they’re written by committee and polished until there’s no edge left. Too often the words feel decorative instead of clear—and in a very busy day, no one has time to decode them.

The result? Generic copy that could describe any company. Company execs say they aren't as motivated to act by fluffy statements when deciding who to give their business to. And candidates admit that when a mission statement feels empty, they assume the culture will feel the same way.

From both sides—prospective employees and prospective partners—the questions are pretty much the same. They want to hear in plain language:

                              What is it that you do?
                              Who is it that you help?
                              Why does what you do matter?

When a mission statement can’t answer those questions clearly, it weakens your brand story at the exact moment people are trying to decide if they believe in you. The result could be that you lose ground on both fronts—revenue and talent.

I've come to the conclusion that the best mission statements are short, memorable, and repeatable. Here’s one I came across recently from an ad agency, The Creative Cartel, which I believe gets very positive results in the way they communicate their mission:

“Armed with ideas.”

Now, some might call that a tagline rather than a mission statement. Fair point. But whether you label it a mission or a tagline, the effect is the same—it tells you exactly what the company is about in three words. And that’s more than most companies manage in three paragraphs.

It's my belief that a mission statement shouldn't be just filler for the About page—it’s often the very first impression you make with anyone who matters.

If it doesn’t inspire, it won’t be remembered.

If this resonates with you and you want to hear more about how a company’s message shapes the talent it attracts, or you’re ready to think differently about how to recruit candidates others miss:

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Recruiting great talent shouldn’t feel like guesswork. It should feel like strategy. Let’s talk.

SVP, Managing Director, The Gerard Alexander Consulting Group
Founder, Unshakeable Recruiting

Helping companies turn clear missions into hiring top talent.