Let's be honest, most mission statements are straight-up snooze fests.

I remember this one startup I worked with. Their mission read like a stitched-together Frankenstein: "To empower individuals and organizations with cutting-edge solutions that revolutionize progress blah blah blah." I swear, even their CEO couldn't finish it without looking bored.

They wondered why nobody cared. Staff couldn't repeat it. Clients glazed over. Investors? Moved on to the next "innovative" deck.

I used to think the same way: pack as many big words as possible, maybe it'll impress someone.

But then I got slapped in the face with the reality: a mission isn't there to make you look good. It's there to get everyone rowing in the same direction.

When I fixed my own, it changed everything. We went to the bones: What do we actually do? For who? Why does it matter right now?

Suddenly, my team remembered it. Clients started referencing it on calls. Prospects knew exactly what to expect. Even the sales emails got tighter.

If your mission isn't dead obvious, it's dead weight.

Here's exactly how you fix it:

• Keep it under 20 words, or less you're not writing a damn novel.

• Say what you do, who you do it for, and why it matters. Skip the corporate poetry.

• Check: if a middle-schooler stumbles, try again.

• Share it with a friend who doesn't know your brand. Watch their face.

• Imagine printing your mission on your swag. Would your team wear it proudly?

Sick of blank stares when you pitch your business?

Inside Brand Engine, I'll hand you frameworks and missions that turn strangers into believers. We'll craft one you'd shout from the rooftop and your customers might too.

Let's stop the "blah blah" and move some real money. Jump into the course now and get that mission locked.

--- Shashank

11, PNR Nagar

Dindigul, Tamil Nadu 624001, India

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