Guy Kawasaki writes about corporate mantras Vs mission statements. Good one. But one thing that Guy didn’t stress enough, or seem to have left to be understood, is that mantras should reflect the already built image (perceived value) and better not be internally focussed.
I liked Guy’s sample mantra for FedEx. It matched what i have felt as a customer.
|Guy’s mantra for FedEx: Peace of mind.I modified it slightly: Peace of mind. Delivered.|
Here are some example mantras for FedEx – internally focused.
|Anything. Anytime. AnywhereShipments simplified.
Wherever latitudes longitudes meet.
Planet Earth. Covered.
BTW: Should mantras be written by a set of our customers rather than the management and marketing guys? Might work better. Any volunteers??