It is accepted wisdom that companies should have a mission statement. In most cases this exercise produces a plain vanilla restatement of something that sounded good.
Effective mission statements connect with personal values…for both the members of the organization and those they serve. Some are bold others are just simple statements of commitment. But the best ones skip the self serving stuff and focus on the customer. Does anyone care that you want to be the biggest or the best? No, everyone wants to know “What’s In It For them.” So Mission Statements need to be Sensory Rich. They must resonate and answer unspoken questions.
Here is a unique way of expressing a sensory rich mission to customers I found in a local parking lot.