Why you should delete the mission statement on your website

You probably spent months coming up with your organization’s mission statement. Meeting after meeting, locked in a room with the ED and board members. You collaborated, reached consensus, conducted dialogue about your org’s mission statement.

But you hate it.

Sure, there are great phrases in it, like “empowering unique individuals to achieve their full potential” (not), but it doesn’t really say what thought a mission statement about your organization should say.

Plus it’s the longest run-on sentence you’ve ever written since bull-shitting your way through term papers in college.

So now what?

If it’s like most mission statements, it’s pretty useless, so move on with the confidence that you know in your heart what your mission really is. Have confidence in that.

And don’t put the mission statement on your website.

Why you shouldn’t put your mission statement on your website

Here’s a mission statement I found on a website for an org that works with disabled adults:

[Agency name] honors, embraces, supports and celebrates people by creating dynamic programs which maximize abilities, while respecting individual struggles. We seek to create an educational environment that promotes life-long learning toward achieving full potential, enabling each person to become an essential part of their community.

Huh? I just want to find a place where my sister can find meaning and happiness.

  • If it’s meaningless to you, and you know the organization more than most people, why would you expect it to have any value to someone visiting your website?
  • You mission statement probably sounds like every other mission statement. Accept the failure and move on.
  • It’s not written for the web – It might have all the right keywords, but if it isn’t concise, direct and remarkable, it’s wasting space.
  • It’s trying too hard – How many three-syllable, politically correct words are in your mission statement?

State it simply – with balls – and then be done

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John Haydon