A Sense of Mission

Mission statements have become a high fashion corporate accessory – a verbal logo to match the one on the letterhead. This book claims however that the statement is an irrelevant by-product of a much larger process – that of developing a sense of mission. The authors describe how a sense of mission can be used as a powerful tool to motivate managers and boost company loyalty. Five detailed case studies show how to manage mission and when and how to develop a mission statement.