At a recent meeting, the discussion of whether or not company should have a mission statement came up.
There was much debate, but the general consensus was that mission statements are usually just a bunch of words – nothing really actionable that describes the experience a customer can expect when doing business with you.
However, a new word gaining popularity in the business world is "mantra," which is a short statement that describes who you are and what you do. No fluff, no filler – just straight and to the point.
Bottom line, if you have neither and are focused on getting new business – more power to you, but if you are someone who feels you aren't really a company without a mission statement, consider this: create a phrase that is short, easy to memorize and has punch.
See my complete article here.