Danny Brooks argues that the majority of mission statements fail in practice, often filled with 'aspirational gobbledygook' that leads to ineffective communication and wastes time.
Brooks emphasizes the importance of origin stories over mission statements, claiming that origin stories foster a deep connection with consumers by clearly communicating a company’s values.
He suggests that, rather than polishing an ineffective mission statement, companies should prioritize their origin stories, which authentically convey what the company stands for.
Brooks highlights that mission statements often carry a 'mansplain-y tone' which is not resonating in today's market, showcasing a disconnect between brands and consumers.
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