Let’s face it; most company mission and vision statements are horrendously bad. They are wordsmithed to the max in long-drawn meetings where in the end everyone is so tired that they sign up to any old rubbish. I know, I have been in those meetings and I am sure many of you have, too! Most mission and vision statements I read are so generic that they provide no guidance whatsoever, or worse, confuse the heck out of people that before reading the statements were reasonably clear about the direction of the company