{"id":371,"date":"2010-05-10T09:02:57","date_gmt":"2010-05-10T16:02:57","guid":{"rendered":"http:\/\/deansmailing.com\/rationalmarketing\/?p=371"},"modified":"2010-05-07T00:22:15","modified_gmt":"2010-05-07T07:22:15","slug":"mission-statement-in-one-sentence","status":"publish","type":"post","link":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/2010\/05\/mission-statement-in-one-sentence\/","title":{"rendered":"Mission Statement in One Sentence?"},"content":{"rendered":"

BNET<\/a> posted an article about clarifying your corporate mission based on a post from a Harvard Business Review blog<\/a>.<\/p>\n

The idea began with a story about Clare Booth Luce, the playwright, journalist, and Republican Member of Congress. In 1962, Luce met with President Kennedy, who was, at the time, pursuing an ambitious agenda domestically and overseas. She worried about his diffuse priorities. “A great man,” she advised him, “is one sentence.” President Lincoln’s sentence was obvious: “He preserved the union and freed the slaves.” So was FDR’s: “He lifted us out of a great depression and helped us win a world war.” What, Luce challenged the young, impatient president, was to be his sentence?<\/p>\n

Here are some examples of simple clear corporate sentences:<\/p>\n

Google<\/a>: \u201cWe organize the word\u2019s information and make it universally accessible and useful.\u201d<\/p>\n

NASA<\/a>: \u201cTo understand and protect our home planet, to explore the Universe and search for life, and to inspire the next generation of explorers.\u201d<\/p>\n

National Geographic Society<\/a>: \u201cIncrease and diffuse geographic knowledge while promoting the conservation of the world\u2019s cultural, historical and natural resources.\u201d<\/p>\n

Virgin Atlantic<\/a>: \u201cTo grow a profitable airline where people love to fly and where people love to work.\u201d<\/p>\n

Toyota North America<\/a>, pledges: \u201cTo attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.\u201d<\/p>\n

This statement says nothing about what the company actually sells \u2014 cars and trucks \u2014 but puts customer satisfaction at the heart of everything it does. Time will tell if this pulls Toyota through its current troubles.<\/p>\n

The ideas are simple, is it enough to be pretty good at everything? You have to be the most of something: the most elegant, the most colorful, the most responsive, the most focused. This is a potent thought, should you test your own company\u2019s mission against it?<\/p>\n

Dean\u2019s Mailing & List Services<\/a>: To help organizations save every tenth of a cent on marketing<\/a> costs with our experience and expertise because we care about people.<\/p>\n

How would you express your company\u2019s mission, values and aspirations \u2014 in one sentence? Talk to us, we are great at asking the right questions that lead to answers and new solutions.<\/p>\n","protected":false},"excerpt":{"rendered":"

BNET posted an article about clarifying your corporate mission based on a post from a Harvard Business Review blog. The idea began with a story about Clare Booth Luce, the playwright, journalist, and Republican Member of Congress. In 1962, Luce met with President Kennedy, who was, at the time, pursuing an ambitious agenda domestically and […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,33],"tags":[8],"class_list":["post-371","post","type-post","status-publish","format-standard","hentry","category-business","category-marketing-strategy","tag-harvard-business-publishing"],"_links":{"self":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/comments?post=371"}],"version-history":[{"count":3,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/371\/revisions"}],"predecessor-version":[{"id":373,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/371\/revisions\/373"}],"wp:attachment":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/media?parent=371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/categories?post=371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/tags?post=371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}