Create a mantra, not a mission statement

I rarely read old blog entries — especially my own — but one from Guy Kawasaki in 2006 sticks with me. In it, Guy argues for organizations to develop mantras instead of mission statements, which tend to be wordy, and lack relevance or impact.

“A mantra is three or four words long. Tops” he writes. “Its purpose is to help employees truly understand why the organization exists.”

He gives his own examples: Federal Express: “Peace of mind” Nike: “Authentic athletic performance” Target: “Democratize design” Mary Kay: “Enriching women’s lives”

“The ultimate test for a mantra (or mission statement) is if your telephone operators (Trixie and Biff) can tell you what it is. If they can, then you’re onto something meaningful and memorable,” Guy says. “If they can’t, then, well, it sucks.”

Advertisements

0 Responses to “Create a mantra, not a mission statement”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
December 2008
S M T W T F S
    Jan »
 123456
78910111213
14151617181920
21222324252627
28293031  

Categories


%d bloggers like this: