We have all been told countless times that a “mission statement” is critical to the success of an organization. I am sure you have heard that “if you don’t know where you are going, any direction will do.” However, the evidence and research shows that many successful companies do not have either a business plan or a mission statement. How many times have you seen a mission statement that said “We want to be the best” or “We highly value our employees”? We tend to just take these for granted. They are generic and vanilla statements and most employees will simply ignore them. In fact, in even the best companies, the mission statement (if it exists) is virtually unknown by most employees if not most of management. I have visited dozens of companies wherein most of management could not begin to tell you what their mission or vision is for their organization.