If you cannot state your mission in a very few words, perhaps less than 10, able to be expressed in 30 seconds, the time it takes for a ride in an elevator to the 30th floor, where the big boys live, try again.

I see many mission and purpose statements that are full of jargon and weasel words, that really convey little but the perceived need to make everybody happy, to conform to the latest fad management book, but by the time it gets to the factory floor, where it really matters, it means nothing.

To be effective, a mission statement should be a reflection of what all those in the business feel, what needs to be built, the answer to the question, “what are we doing here?”

So it is easy to wordsmith a statement, but it takes persistence, leadership, and determination to make any use of it.