The Writing’s on the Wall.
Sorry for being repetitive, but I really, really hate mission statements.
You can see my two-minute rant here:
But if you don’t have the time — give me about 60 seconds to make my case to make you a believer in creating mantras and banning mission statements.
Wendy’s mission statement is lifeless and dull:
“To deliver quality products and services for our customers and communities though leadership, innovation and partnerships.”
Then there is Cathy Bennett who runs a whole bunch of successful McDonalds franchises and doesn’t even know the global mission statement, but has created the shortest mantra I have found anywhere — F.A.F.
That’s it. F.A.F.
It stands for Fast, Accurate and Friendly. Whether you are on your first day on the job at the Golden Arches or you just earned your 10-year pin — it’s powerful, relevant and measurable.
Well done, Cathy.
When in Toronto a few weeks ago visiting a pal of mine, Michael Beckerman, who runs a really successful agency called Ariad Communications, I was envious how he was one step ahead of me in shattering the mission statement syndrome in a really powerful way — by actually writing the agency mantra in huge letters on the wall, and then taking the extra step of getting each and every employee to ‘sign up’ for the mantra. Like signing a contract to live the positioning. Brilliant. I wish I had thought of this first and told Michael. It’s a simple but powerful visual mantra I wanted to ‘borrow/steal/transfer’ on the walls of The Idea Factory.
So come on, rip down the meaningless, dull, safe mission statement from your walls this weekend while everyone has gone home. When they walk in on Monday morning, do what Michael did. Post up your mantra and ask everyone to sign it with a sharpie. It will shock and awe your team. Or better yet, come up with a mantra together and have a “Burning of the Mission Statement” party before painting the walls. Hey, the writing’s on the wall. It’s your call.
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Mantras ? Simplex is best and thats my word and I believe in talking at someones level instead of talking down to them with those 25 dollar words. And word of mouth is the best add anyone can have ,it shows that you are giving people what they want.
Kevin,
Love the article … this whole concept not only applies to misison statements but everything we do in life – KISS.
We have a new slogan at HRE that is heading up our new marketing strategy and it is … “Connecting People to Possibilities”.
Short and to the point and staff remember it!
What is your mantra?
Create a great day!
Rhonda
Hey Rhonda,
Love your manta over there – and in 4 words – well done. Good rally cry for your team.
Our mantra is 1 word less actually – “Disrupt but connect” – here is the skinny on what it means to me:
-DISRUPT – if we only disrupt it interrupts. That’s not a good thing. We don’t want to be interrupting people – consumers are bombarded with 4000 messages a day – we don’t want to be 4001.
- so the second part is ‘connect’ – if we connect our efforts whether its a campaign or an ad and ’strike a chord’ with people and not ’shout at them’ then it feels like a conversation not a monologue – and if you are able to connect, it shouldn’t feel like advertising.
Thanks for making me reflect, usually on Fridays I deflect!
KC
job well done …. ;o)