Which of the following is not a characteristic of a good vision statement?

Mission statements are not one-size-fits-all, although there are some guidelines that can help you craft one that effectively captures the purpose and goal of your business. The general rule for these statements is that you can’t confuse your audience, because that defeats the purpose of trying to communicate the reasons your business exists. However, there are nine characteristics common in effective mission statements that provide the parameters under which you can craft a statement that not only sells the “what” of your company but also the “why.”

They Are Short

The U.S. Navy adopted an adage in the early 1960s that said, “Keep it simple, stupid,” also known by the acronym KISS. The idea behind that adage is that systems work better when designers keep things simple, and the same applies to your mission statement. Shorter is better because you want to convey the purpose and goal of your business in a way that is simple, clear, and easy to understand. The more words you use, the more likely it is that you’ll send out a garbled message to your audience.

They Are Unique to Your Business

Mission statements should never be generalized in such a way that any other company could steal what you wrote and use it as their own. When crafting these statements it’s vital to remember what makes your company different, unique, and special.

They Create Expectations

A good mission statement embraces the expectations of a target audience for something they truly crave. For example, Zappos’ mission statement is “To provide the best customer service possible.” That creates the expectation in Zappos’ customers that they will deliver superior customer service each and every time.

They Are Realistic

Some companies fall into the trap of crafting mission statements that are so grandiose and philosophical that they lose all touch with reality. Mission statements must be grounded in what your company provides customers in the present. Save the inspirational and future-based language for your vision statement.

They Are Memorable

What are the key phrases and terminology you can use in your mission statement to make it memorable? That doesn’t mean that readers must be able to recite your mission statement in whole as if it’s a catchphrase, but it does mean that people should be able to associate key aspects of that statement with your company.

They Are Active

The word “active” in this context refers to active verbs that make readers feel as if something is happening now rather than in the past. For example, instead of writing, “These products are made by our company to improve your life,” you should write, “Our company makes these products to enhance your quality of life.” Notice how the transition from passive to active verbs, and substituting “enhance your quality of life” for “improve your life” conveys a stronger message?

They Are Positive

It’s important that you avoid negative messages because mission statements are all about how your business solves a problem, fulfills a want or need, or makes life easier for your target audience.

They Are Adaptable

A strong mission statement is something that your marketing and product development teams can also use for motivation and direction. For example, eyeglass brand Warby Parker’s mission statement is, "Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses." The concepts of “rebellious spirit,” “revolutionary price,” and “socially conscious businesses” are all a marketing department’s dream because they are sellable concepts.

They Are Targeted

It’s important to remember that mission statements are expressed to your target audience, so the message must match the wants and needs of that audience. Going back to the Zappos example, the company knew that customer service was a huge deal among women who shopped for shoes, so it tailored its statement to match the desires of that audience.

Companies often define themselves in terms of products: They are in the "auto business" or the -clothing business". 'Market definitions of a business, however, describe the business as a customer - satisfying process. Products are transient basic needs and customer groups endure forever. Transportation is a need: the horse and carriage, automobile, railroad, airline, ship and truck are products that meet the need. Viewing business in terms of customers can suggest additional growth opportunities. There exists a difference between a target market definition and a strategic market definition. To define its mission, a company should address Peter Drucker's classic question: What is our business? 

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