I have visited two Pizzaiolo locations recently, and in both noticed this message scrawled on a chalkboard behind the counter:
Our mission is to create happy customers.
If only every organization’s mission was expressed so simply. So simply that employees could read it and quickly know what to focus on every day in their jobs.
When developing your mission, (one prerequisite to creating a great brand name), make sure you can answer yes to this question: if a new employee came into work and discovered everyone was gone for the day, could he or she figure out something value-creating to do simply by reading the mission?