Mission statements do not have to be a useless verbose point of reference at quarterly meetings.  A concrete and focus mission statement may actually inspire both management and employees.  Laying out goals for your company in a mission statement can really help productivity and innovation.  A mission statement that gives some vague aspiration can leave both your company’s insiders and customers left uninspired.

Probably not a common thought when drafting a mission statement is the possible legal ramifications of those heavy debated words.  A business should look at their mission statement or tag line as any other advertisement.  Does it mislead your customers?

Is your mission statement “to leave every customer 100% satisfied?”  Did you just give a satisfaction guarantee to your customers?

Is your mission statement “to be the best _____, any means necessary?”  What if you are sued for fraud.  They may use this statement to prove intent that you are willing to be the best by any means, even by committing fraud.

These examples may be a stretch, just remember that like any other statement you make to your customers,  the statement must not be misleading or untruthful.