You want a mantra, not a mission statement

Here’s another nugget from Guy’s “Art of the Start” video. He talks about the cluelessness of mission statements. For example, Wendy’s: “The mission of Wendy’s is to deliver superior quality products and services for our customers and communities through leadership, innovation, and partnerships.” Guy guesses that no Wendy’s employee could remember something so bland and uninspiring; so he suggests this mantra instead: “Healthy fast food”. He then points to great mantras from Fedex “Peace of Mind” and Nike “Authentic Athletic Performance”. Guy’s tips for mantras: they should be three to four words long, unique and memorable. Oh, and go watch the video because this section on mantras (about 8 minutes in) is rather hilarious.