Stop With The Phony Slogans

Firms spend an enormous amount of time crafting vision statements, missions, statements of values and “reasons why.” At the end, the vast majority of those efforts produce nothing but bland sentences full of the words: “premier,” “elite,” “passionate,” “real difference” and “commitment.” Those words offer no idea about the actual direction of a firm, the behavior of its people or the quality of the decisions they make.

Instead, I would recommend that firms take a good look in the mirror and rather than write empty statements try to answer in an honest and transparent manner the most pressing questions. Those questions may be difficult to confront and tackle, but behind them are usually the answers everyone in the firm craves.

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