Why Missions Statements Suck
JUNE 29, 2011
Exxon Mobil Corporation’s mission is an example of a poor statement. The statement may be true, but it sure as hell isn’t motivating. Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. 2000 by 2000” was Starbucks’ mission twenty years ago.