Welcome to the Building a Story Brand podcast where we believe if you confuse you'll lose lose noise is the enemy and creating a clear

message is the best way to grow your business I'm your host Donald Miller I'm joined

by my co-host dr j j j j j j j j j j j j j j j j j j

j j j j j j j j j j j j j j j j j j j

when i say the words mission statement, what do you think?

Do you want me to be honest?

Brutally.

Boring.

Very boring.

Yeah, I don't think I've read a single mission statement that maybe want to join that mission. Most of them aren't missions.

No, it's a mission statement that neither has a mission or a statement. It has a tagline. Yeah, I just kind of roll my eyes at a lot of them. It's really terrible. I think if Mel Gibson can't recite your mission statement to a group of Scottish soldiers and convince them to attack.

You don't have a mission at all.

Can you imagine Mel Gibson riding his horse saying,

Fellas, we exist to increase shareholder value by...

They're written by lawyers,

and they're written on behalf of defending shareholder interests,

and they're not igniting the very people that

they need to ignite passion within and that is your employees.

Yeah. The team members who have to build the product and sell the product.

Well we have a course called Mission Statement Made Simple.

It's on Business Made Simple University platform.

It is the number two rated course, I think, right now on the platform.

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