The new year is fast approaching. When better to take another look at your mission statement? If it says your firm’s goal is to deliver quality service in a timely manner and be highly profitable, throw it in the trash!

Rethink your statement, and follow these simple rules to create a high-impact message about your mission: 

• Avoid lofty values. Quality and service are givens. So is profit.
  
  

• Be aggressive. Business is competitive and missions are targets. Reflect urgency and determination to hit a target or accomplish a goal.

• Keep it simple. Limit it to five or six words.
  
  

• Motivate people. Make sure your words convey energy and challenge.
  
  

• Maintain focus. Answer the question: What are we in business for right now?

If your mission statement embraces a variety of values, then you don’t know what business you’re really in. Hone in on what it is you’re all about, and use your mission statement to inform and inspire.