What are your thoughts when you read a company’s mission statement? On first blush, it usually reads like bullshit. It’s usually a bunch of feel-good words with a touch of fake humility and naïve optimism. Mission statements are an easy target for people who want to attack a company for not fulfilling any promise they may or may not have explicitly made.
Who is the mission statement made for? Cynics would say it’s for the owners and executives to make them feel like they’re changing the world. Less cynical people would say it’s for the employees of the company to be inspired and motivated to do their best for the company – working for a higher good. And then some people think it’s part of the company’s marketing strategy.
I was following a box truck for a company that had that particular viewpoint. On the back of the truck, covering the entirety of the door, it read.
Our mission is to fulfill the specific needs of each customer by offering quality product, exceptional customer service and exemplifying Jesus Christ in every facet of business and life.
I have many issues with this. First, I don’t believe a mission statement is a marketing statement. Can you tell what business they are in? No? So, there’s your marketing success. Then, the statement is so generic, it wouldn’t even inspire an employee or even an owner. Every company wants to offer the best product and service, right? Then, there’s the obvious. You are putting your religious beliefs in your company’s mission statement. Since there is nothing else differentiating your mission statement from any other company, and you are choosing to use your mission statement as marketing, your business proposition boils down to, “Do business with us because we are Christian.” That’s about as compelling as saying, “Do business with us because we’re white.” Oh wait a minute, that doesn’t make my point at all.
My primary point is that this is a dumb use of advertising space on your company vehicle, unless you feel the need to remind your employees of what they are working for every time they close the truck door. What is their goal? Be like Jesus. No pressure, guys, just try to be the son of God while you’re on the clock. And off the clock, too. You did notice that little bit in our mission statement, didn’t you?
Comments are closed.