… Unless your business has decided to employ one. People are attracted to people with whom they share context. Nothing says “We don’t know you” like a one sentence mission statement. Why? Because the reasoning to create one is usually so that everyone can recite it. Your customer or prospect is not interested in whether a employ can recite something, they want to know if an employee comes to work everyday ready to solve their problems. A one-sentence mission statement is pack-based thinking. “We are doing it because everyone else is”. That makes sense.
If two people have a conversation with a buyer, the one who relates to the buyer’s world view wins. One sentence says nothing about a promise, the deliberate thought process that went into developing the service or the product, or the core values of the company it represents. It leaves all of that up to the interpretation of the reader. Would you buy from someone because they had a nice card or because they understood your problem? People buy your “Why?”, just ask Apple. Everyone else, enjoy the fear-based thinking of six guys in a room worrying about who has a nicer card that says nothing about why a buyer would select them as a vendor.