How to Write a Mission Statement That Doesn't Suck [video]

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I want to show you why most mission statements are so terrible.

Let's say you founded a pizza parlor. And your first idea for a mission
statement is something like this: "Our mission is to serve the tastiest
damn pizza in Wake County." That's pretty good. If I worked for you, I
could get excited about that. Now here's how it will go off the rails.

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So you'll call your colleagues around the conference room table to unveil the mission, and all of the sudden, these...