The One Word Mission Statement

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 a company.

While no doubt there are many examples of truly great mission statements, for the most part I think they get trivialized or forgotten altogether by employees and largely ignored by their customers and prospects.  My hunch is this is due, in large part, to the fact that most mission statements are too long,  too cliche and too ‘formal’.

What if your company was forced to declare a one word mission statement.  This word would have to be an action (verb).  Something that said “Billy, I want you to take this business, go out into the world and  ______.  Such a mission statement would certainly be easier to remember.  It could even be written (or symbolized) on every surface of your company to help remind people.  It could even make for a nice tattoo.

With this blog post I am kicking off a collaborative project to research and publish the most powerful and effective one word mission statements.  I’d like to challenge well established, successful, and well known businesses to go through the effort of selecting their one word mission.

So here’s the exercise:

Q1. What is your company’s mission in one word?

Q2. Why did you choose that word?

Q3. What do you do each day as a company to try and complete your mission?

Most companies’ mission statements are based on the answers to the last two questions.  I want to see what happens if the company is forced to start with the first question.

The most intriguing part of a one word mission statement is that it can become a powerful, galvanizing way to bring all of your people together (at least in understanding) of what you expect and where you’re headed as a company.  And being a one word statement, it better be one pretty amazing word.  Such a word can be emphasized several times each day, even meditated upon.  In times of uncertainty or indecision, it can be easily referenced.

I’m planting a mustard seed here, and seeing what grows.

My one word mission statement is……AGAPE

What’s yours?  If you know anyone really famous in the business/leadership community pass this along and ask them too.