“Many leadership teams confuse mission with marketing. They fail to understand the difference between the two. Their mission statements sound like they come out of the marketing department. A mission statement should be aimed at insiders. its purpose is to tell those on the inside of the organization where the bull’s-eye lies. Its fine for outsiders to hear the statement and know it. Its fair for them to use it as a benchmark, to measure how well the organization, is doing. But ultimately, the purpose of a mission statement is to tell everyone on the INSIDE what we’re aiming at. Its supposed to let them know what’s most important.
Marketing is different. Its aimed at outsiders. Its purpose is to convince them to check us out, buy what we sell, or trust us more than our competitors.
When a mission statement morphs into a marketing slogan, it loses power. It becomes a declaration of what we want others to think about us rather than a forceful and honest articulation of what we’re passionate about. It obscures the bull’s-eye, rather than highlighting it.”
excerpt from “Innovation’s Dirty Little Secret” by Larry Osborne