Mission statements gone wrong…

Many companies spend a lot of time and money crafting mission statements (or “purpose,” if you prefer) that end up feeling like corporate clichés. They often fail to capture the essence of the business, don’t inspire action, and certainly aren’t memorable to employees or customers.
Two examples:

Toyota: “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”
Verizon: “We deliver the promise of the digital world to our customers. We make their innovative lifestyles possible.”

These are interchangeably generic statements. Without the brand name, you’d have little idea what they do or why they do it, let alone what industry they’re in.

But a mission statement, as an idea, isn’t the problem. When done right, they can be powerful. According to Deloitte, companies with a strong mission see 20% higher revenue growth. Further, 73% of employees at purpose-driven companies are engaged at work, compared to just 23% at companies without a clear direction.

So why do most mission statements fail? A mission only works if it drives real action.A Fresh Approach: The Power of Your Origin Story

Instead of relying solely on a mission statement, consider cultivating and telling your origin story. I’ve done this for many brands. Danny Brooks is a fan of this approach, too. An authentic and well-told origin story, not just about “how you started” but “why you exist.” Origin stories are personal, relatable, and memorable. They capture the “aha!” moments that show why your company matters today.

Think about it: when you meet someone new, you ask about their journey—not their life’s purpose. Their story gives you more insight into who they are. Companies are the same—people connect with stories, not slogans. A great origin story can turn your brand into a force of nature.

But not all companies can rely on their origin story. For example, a client of mine started farming and mining 120 years ago but now thrives in real estate. While their roots shaped their values, their origin doesn’t reflect what they do today.

Google is another example. Their origin story of two students working on search algorithms is interesting, but it doesn’t explain their current work in AI or self-driving cars.

Mission, Origin Story, or a Fusion: How Do You Decide?

Here’s a quick guide:

Know Where You’re Headed: A future-focused mission statement may be better if your company has changed significantly.
Know Your Audience: If transparency and authenticity matter to your customers, an origin story might resonate. If innovation is your focus, a forward-looking mission will work better.
Know Your Core Message: What’s the one thing you want people to remember about your brand? That’s your guiding principle.
Know What Makes You Unique: A mission statement might have more impact if your origin story is too generic (“We started in a garage”).
Know When to Blend: Sometimes, you can combine both. Use your origin to build credibility, then focus on a mission that points to the future.
Know When to Evolve: Your story should evolve as your company grows. But always stay connected to your roots.

Whether you lead with your origin story, a mission statement, or a mix of both, it must be more than words. It should drive real action and connect your brand’s core message to your customers’ needs. It needs to influence every decision, every product, and every interaction your company has.

If you want employees and customers to synergize around your brand, tell a story that matters to them. Whether it’s about your scrappy beginnings or a bold mission for the future, make sure it’s more than just words on a wall. It should come from the heart of your company and be reflected in everything you do.

In the end, it’s not about finding the perfect phrase. It’s about telling a story that moves people to care—and more importantly, to act.

If you want a more trusting team, a culture of belonging or a magnetic brand that attracts more of the right customers, I can help. If you'd like to explore if working together makes sense, drop me a line.

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