Most businesses that have a mission statement probably spent a lot of time and thought (and money in some cases) carefully crafting it.  Over zealous and well meaning executives and consultants meticulously toiled (and probably feuded) over getting it ‘just right’ in hopes that it would both pull their team together, and at the same time impress prospects enough to want to do business with such...

For 10 years I’ve watched hundreds of companies and their various agencies and consultants go through “branding exercises”, “repositioning sessions”, “corporate facelifts”. Everybody thinks they can do it, precious few probably know how to really do it effectively. Every company gets to that point (sometimes several times) where they are compelled to spend lots of...