“Aim to be a leader...” is so generic in a mission statement, isn’t it?! An intelligible and distinguishing mission statement is essential. When writing a mission statement, strike a balance between realism and optimism. Include examples of these elements in a few short sentences: value, inspiration, plausibility and specificity. Your mission statement should be short and sweet, so much so that its brevity makes it almost feasible to use it as a slogan. Don’t over complicate it; a mission statement is not a grammar school essay! Garner buy-in and critique from the company. If they’ve helped write it, they’re more likely to live by it. Revisit it and tweak it often. A mission statement, like the mission itself, has to contain an element of life and fluidity, not live as a dusty slogan on the wall in an out-dated frame.