A corporate mission statement isn't merely words to slap on a coffee mug or on the wall of your reception area. It should guide decision-making onevery level--so learn to communicate it effectively.
In the mid-1990s, I was working with some leaders from Iams, the premium pet food company. Its mission: “Improving the well-being of dogs and cats.”
Over a beer after the workshop finished, some of the executives were telling work stories when the subject turned to then-CEO Clay Mathile. As the legend goes, he was approached by one of the leading business magazines of the day to be the subject for the cover story--and turned it down.
To read the full, original article click on this link: 5 Rules For Making Your Vision Stick | Fast Company
