Vision and Mission Statements II

My colleagues and I have worked on a number of mission statements in the past few weeks.
In an earlier post, I listed my 5 expectations for a mission statement.
Today, I'd like to add two introductory questions and a reflection question.

First the introductory questions:

1. What is the intention of this mission statement? Is it to serve as a rudder in times of doubt? Is it a recruiting tool? Is it a wish list? Is it to polish your reputation? Obviously, some of these intentions are better than others, but let's at least be honest. There's nothing worse than spending a few days on a mission statement when there is a hidden agenda.
2. Who is the audience? This ties to number one. Is it for customers? For candidates? For the senior leadership? For the front line? For all of the above?

In my mind, the best missions are intended to serve as a rudder, and are for all audiences.
But other intentions and audiences can be written for, and written effectively - as long as there is agreement.

My reflection question is this: Look at all the verbs in your vision and ask 'are these accurate descriptors of the people we want'?

An example: if the word 'help' is in your statement, are you hiring Helpers?
If the word 'deliver' is in your statement, are you hiring Deliverymen?
I've seen technology companies use both words, when the words don't accurately reflect their intentions. Be careful.... words are powerful.

If you want to hire designers, leaders, builders, creators, and energizers - then use those verbs in your statement.