Why...
Why doesn't anyone remember our mission statement?
Last updated February 26, 2026
Quick Answer
Forgettable mission statements lack tension, specificity, or stakes. Generic phrases like 'delivering excellence' or 'serving our community' could describe any organization. Memorable missions name a specific problem, a specific audience, and a specific approach. If your statement requires the company name to make sense, it's not distinctive enough.
Forgettable mission statements lack tension, specificity, or stakes. Generic phrases like 'delivering excellence' or 'serving our community' could describe any organization. Memorable missions name a specific problem, a specific audience, and a specific approach. If your statement requires the company name to make sense, it's not distinctive enough.
Founder & Strategic Architect
BS Business Management, Indiana University Kelley School of BusinessBusiness Excellence Program (Accelerate), AllerganFundamentals of Digital Marketing, Google Digital AcademyFounder & Strategic Architect, StrataVera Consulting & CoachingDirector of Business Development, AOB Med Spa (Diamond Allergan)