I’ve never had much use for mission statements or five-year plans, though they are certainly an ongoing feature of modern business life. And perhaps in a business environment it makes sense to ask, “What is our purpose and how are we going to realize it?” The problem is that it is easy to formulate a lofty catchphrase that is entirely meaningless in the real world, isn’t it?
- McDonalds’ mission statement is typical of such efforts to distill purpose into a single phrase: “McDonald’s brand mission is to be our customers’ favorite place and way to eat and drink.” Predictably bland and inoffensive.