You can read them on most corporate websites: the mission statements, core values etc…Nothing wrong with it, very important actually, only most of them are meaningless words if you ask me. The funny thing is that most of the core values seem to be an exercise in making the same statements as everyone else. Here are a few:

“We are an IT service provider providing value added business solutions at a world class level to our customers.”

I googled the above statement and got 6,430,000 sites with the exact words.

Here is another:
“Our vision is to be recognized as a leader in providing IT services.
To be a leader we must aim for:
– our customers to see us as the most trusted company.
– our employees to see us as the most desired place to work.
– our shareholders to see us their most valued company.
– to be seen as helping build a better community.”

And yet another:

“We aim to be a global organization that constantly stays a step ahead in dealing with change, creates new value, and contributes broadly to society.”

Don’t get me wrong, I understand that in order to get it, that you need to know what you want. Formulating your mission and core values are the first step, but is the next step limited to pasting these words on a website, or laminating them over a sunset and hanging them in a cafeteria or reception?
We never (ever!) had a client telling as at a start-up meeting: this is our mission statement, let’s see how we can translate it into our work environment.
A great opportunity missed! As I have said many times to our clients: offices tell more than words! Enough said.

PS. How about this advertisement slogan of a real estate company:
“We are unambiguously on the client’s side and we know the market.”
Mission, marketing statement? Somehow it make me think of ABBA