Keep mission statements under 25 words with strong, specific language. Use action-oriented verbs, avoid generalities and ...

Traditional mission statements focus on the company, not the customer. To create a more customer-centric organization, start with changing your mission statement by giving it an external focus. While ...

Dave Foster is CEO of AvreaFoster, a brand and marketing agency that helps B2B companies use the power of their brand to grow business. In the beginning—before your business became a business—it was ...

Let’s call it what it is: organizational theater. Enormous time and energy go into crafting the perfect string of aspirational words, but rarely are those words embedded into actual behaviors, ...

What does your company stand for? No, not the polished words on your website’s “about” page, but the real, visceral purpose behind your business. Odds are, you thought of some broad, well-crafted ...

You likely have a company mission statement, a short declaration of your organization’s purpose. Tesla’s mission statement, for example, is “To accelerate the world’s transition to sustainable energy.