Why We Don't Rely on a Mission Statement – The Deep Impact Beer Philosophy

Mission statements are everywhere. But honestly: How often do they really stick in your mind? Deep Impact AG is taking a radically different approach. Instead of a long, elaborate mission statement, we have something much simpler.

English edition — originally published in German as Warum wir auf kein Leitbild setzen – Die Deep Impact Bier-Philosophie.

"We conquer the digital world."

That's it. And that's precisely the point.

The Problem with Traditional Mission Statements

They all sound the same – and no one remembers them.

Look at the mission statements of large companies:

• Google: "To organize the world's information and make it universally accessible and useful."
• Microsoft: "To empower every person and every organization on the planet to achieve more."
• IKEA: "To create a better everyday life for the many people."

All these mission statements are well thought out. But they have one thing in common: they are so generic that they could fit almost any company.

The critical question: Who can truly remember these sentences? Who would mention them after a few beers in a bar?

Exactly. Nobody.

Mission Statements Are Often Just Lip Service

A classic mission statement is a compromise document:

• Precisely formulated, but emotionally empty
• Strategically planned, but not authentic
• Professionally presented, but quickly forgotten

The result: A mission statement that hangs on the walls but doesn't live in the heart.

The Deep Impact Philosophy: Simplicity

A Motto Instead of a Mission Statement

At Deep Impact AG, we deliberately decided against a classic mission statement. Why?

A good mission statement is not a long text – a good mission statement is a sentence you don't forget.

Our motto is simple: "We conquer the digital world."

This sentence is:

• Our drive (why we get up in the morning)
• Our vision (where we want to go)
• Our promise to our customers

And most importantly: It's easy to remember.

The Beer Test

Imagine the following scene: You're sitting in a bar, talking about your work, and someone asks: "What does your company actually do?"

For most companies, what would follow is:

• A long, complicated prevarication
• Or a half-hearted recitation of a mission statement

At Deep Impact AG, the answer is crystal clear:

"We conquer the digital world."

That's not just easy to remember. That's a statement that sparks curiosity.

We call this the Beer Test: Would I still be able to articulate and defend this sentence just as precisely after three beers? If not, the mission statement is too complicated.

Why Deep Impact Is Different

Deep Impact AG is not a company that gets lost in long texts. We are doers, not theorists.

Our motto "We conquer the digital world" reflects that.

We believe that:

• The digital world is actively conquered, not just "shaped"
• This requires courage to break new ground
• This requires creativity and innovative solutions
• This requires determination, even when things get tough

Conclusion: Less Is More

In a world where every company has an inflated mission statement, we rely on simplicity and clarity.

Our motto "We conquer the digital world" is not just a sentence – it is our philosophy, our drive, our promise.

And the best part: You will remember this sentence.

Even after a few beers.

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Deep Impact AG – We conquer the digital world.

Not someday. Not with long mission statements. Now. With you. With your projects.