MarketingSocial Media StrategyWeb Strategy

Be a mission statement

chickenmissionMission statements are bullshit.  It’s an exercise where people spend hours writing and rewriting each word in a statement until it says absolutely nothing.

Here’s one that I featured in an earlier post:

ASI Systems Integration: “ASI is committed to delivering quality Technology Solutions and Professional Outsourcing Services that provide true value to our clients, enabling them to achieve their desired goals and initiatives.” 

This statement probably took the entire staff a whole retreat day to write, and what does it tell you? That they “provide true value” to clients? Shouldn’t that be expected?

Instead of telling us what they are and do, it’s time for companies to start showing us, and the web/social media make that possible.

What is ASI used this page to feature a blog that offers general IT advice? That would provide value.  What if they showcased some Facebook posts or tweets from satisfied customers? But this is an easy target, let’s look at some of the big companies and their mission statements.

Zillow – living the mission statement

Zillow Blog
The Zillow Blog – living the mission statement!

Zillow is a company that walks the talk.  Here is their mission statement:

“Our mission is to empower consumers with information and tools to make smart decisions about homes, real estate and mortgages.”

And guess what, they do just that. The Zillow Blog offers tons of free resources for potential homebuyers.  Why? Because Zillow wants to be seen as a reliable source of information.  They are living the mission statement of “empower(ing) consumers with information and tools to make smart decisions.”  They aren’t worried about someone getting something for free, they are establishing Zillow as a trusted expert.

Burger King – King of meaningless statements

Check out this statement from Burger King:

Our brand promise empowers our guests to make educated choices in customizing their meals to fit their individual diets and lifestyles. We recognize that there will always be additional steps we can take to enhance our menu options and satisfy our guests’ evolving desire for choice. We will continue to explore new ways to make our food innovative as well as nutritious. 

They are telling me they do this, but where is it demonstrated? Granted, that “Did You Know” box is a step in the right direction, but it’s buried way back in the site.  What if the site was optimized to show people different meal combos they could make for less than 600 calories? Something that operated like a slot machine?

Subway – a company that gets it

Jared SubwayContrast this with a company like Subway.  Sure, they have the same bullshit mission statement page, but Subway has been making a practice of showing that they are committed to nutrition through their Jared ads and their “Biggest Loser” and Heart Walk sponsorship.  This is a company that has their stuff together. Furthermore, look at the variety of topics they cover – Burger King gives nutrition a three paragraph  lip service, while Subway dedicates dozens of pages to it. They are living the mission statement.

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