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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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2. A Mission Statement Answers “Why Do We Exist?”

What is a mission statement? A good mission statement is a concise statement that summarizes what you offer, to whom, and how. I will provide you with a few examples of good mission statements, and then we will discuss vision and value statements and how they all come together to define your company purpose. I suggest that you read this entire chapter so you can see how all the elements work together, and then craft your own mission, vision, and values statements.

There is not a specific formula for writing a mission statement, but there are a few guidelines. First, make it brief. If you can’t summarize your company mission in one or two sentences, it’s not clear what you sell to anyone. Second, ...

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