If you are a marketer it is important that you be different. For some reason that message has be forgotten in the me-too world of today.
To be different I think it’s important for you to communicate how you will stand out right from the top down to the bottom in terms of corporate strategy. That means your mission statement should provide a guiding light for your organization on how it will be different.
Just recently I ran into this mission statement, “Attract, serve and delight our customers by offering value through innovation, products and services.” On the surface it sounds like an inspirational mission. My problem with it isn’t the goal that it is trying to achieve but that it can simply stand in for any company out there. Secondly, I have no idea who the company is when I read it.
To test if your mission statement, or any other communication, is truly different swap your company name with another company. Does it still work? If it does then you need to rethink your statement.
An easier way to do this is to create what my friend Roy Osing in his book Be Different or Be Dead calls The Only Statement. Simple finish this sentence, Our company is the only…That…So that… Use the resulting statement to formulate a strong mission.
A mission statement should be thought of as a path you wish to take. If you follow a path that someone else is taking then you’ll end up in the same place. But, maybe that’s your goal?