Here is my challenge: Write a mission statement with a goal that’s an action, not a sentiment; that is quantifiable, not nebulous. If you’re trying to sell a product, how and how many? If you’re trying to change lives, how and whose? Take your wonky mission statement and rip it to shreds. Then ponder your ambitions, and write and rewrite the thing until it reflects — in real, printable words and figures — the difference that you want to make.
— How to Write a Mission Statement That Isn’t Dumb | Fast Company
