If I Read One More Platitude-Filled Mission Statement, I'll Scream - Greg McKeown

this hurdle I have to jump over each time I write: How can I say this more crisply? When I write (which is really just to say: when I think) it all boils down to one simple, but utterly excruciating question: What am I really trying to say here?

Reject the Standard Mission Statement We realize that our definition of mission is different from that used at most companies. Please, reject the standard approach! Most corporate mission statements are terrible. They’re all too often nothing more than a description, and a bland one at that, of the operations of the company—a boring stream of words