My answer to What are the key elements of a mission statement?
Answer by Ken Larson:
A good mission statement is the spearhead of your marketing campaign and your visual image; focused and direct, it must be informative, concise and a snapshot of the very best you can offer.
“ARE YOU PREPARED TO SUCCED IN BUSINESS?” The Rober Lowe Foundation
“The mission statement of a firm is its reason for being, its lifeblood, its passion. A mission should not be confused with an objective. It is the purpose for which the firm conducts business. Try to conduct a business without a mission, and watch your more focused and purposeful competition pass you by”