First rule: remove the ego

It’s not about you. It’s about what you’re creating. I believe that to connect with an audience you need to let them know where you’re coming from. So what you are you serving up?

The mission is the vehicle that drives the company in a consistent direction. It’s why you get up in the morning. It’s the glue that binds an organisation together and connects it to customers. 

The reason why so many corporate mission statements seem vague and irrelevant, is not because they are too lofty or too abstract. It’s because the executives tasked with translating it fail to connect the mission – the drive, the passion – through everything to create credibility.

Don’t just say it, create a mission as truth. Success is connection is matching beliefs.