Mission Statement Dos & Don'ts Checklist
mission statement
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Do use language your audience uses. Don\'t use jargon.
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Do bring on the feels. Don\'t be overly logical or cold.
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Do communicate the "why" and "how." Don\'t share just the “what”.
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Do be concise. Don\'t write a novel.
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Do write a single, powerful statement. Don\'t write a rambling paragraph.
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Do be specific. Don\'t be vague.
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Do make it unique and memorable. Don\'t make it generic.
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Do surprise people—add in wit and charm. Don\'t be dull.
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Do make it actionable. Don\'t make it hard to quantify.
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Do make sure it flows and sounds good spoken out loud. Don\'t include too many clauses or make it hard to say.
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