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

"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 cl