I am a big fan of short, sweet company “mantras” as suggested by Guy Kawasaki and frequently work with my clients in such a way that they know their mantra before they set out on any marketing mission.
This being said, whenever I stumble upon an old-school “mission statement”, I usually recoil in mild disgust, being reminded of the dotcom bloat in the nineties and the suits filled with no more than evenly bloated mission statements.
Recently, however, I found a company with a most charming mission statement (and a most charming owner) …
ConnectingDotz develops products that link people with ideas with people with ideas … We do this by highlighting words, images and values that unite us across boundaries of all kinds.
I know that if I hadn’t known the owner of the company before I had found the web site, I’d have clicked away quickly, and I know a great deal of people who’d have done exactly the same. It does sound cheesy, doesn’t it?
Yes. And no. Yes, because its form corresponds to many other filled-with-hot-air mission statements. No because its content is true to what they really do. Just because a mission statement sounds cheesy, by no means is it cheesy. And even though it could be replaced by a shorter, Kawasaki-style mantra, I’d rather leave it as it is.
Oh, here’s the site: www.connectingdotz.com (Nice christmas gifts, by the way!)
