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Want to Write a Mission Statement That Doesn’t Suck?

This is the best online video I’ve seen in a while on any subject. I hope more businesses take it to heart. My take on the subject comes in the form of two lessons. Lesson one — lighten up and show a little personality. That’s what will let people connect with your brand on an emotional level. Lesson two — ban writing by committee. Brainstorming as a group is good. Writing as a group is bad. If this process is mandatory, have the testicular fortitude to be the guy at the end of the session who steps up and points out that the vapid, milquetoast crap you all just hammered out is just that. Thanks Fast Company!