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Tag: copywriting

How to write a mission statement

Today, the corporation fills the societal role once taken by knights and other masked crusaders. Primarily, it exists to undertake acts of great altruism, selflessness and civic good, so it’s guided not by an “objective”, but a “mission”.

If you’re granted the great privilege of crafting this superheroic manifesto, don’t waver: your mandate to be bold and colourful is contained in the document’s very name: mission statement. If they didn’t want it to be breathtakingly inspiring, they would have called it an “aim summary” or a “goal list”.

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