We've all been there: those tedious board meetings spent hammering out modifications to an organization's mission statement. After all, the not-quite-right mission statement is the reason why membership is down, adoption is low, and so forth. Of course it is!
While I have always believed in the value of a crisp, succinct mission statement, I recently witnessed the power of boiling a mission statement down to its most simple form. The FIDO Alliance, one of our client organizations, exists simply to "eliminate passwords." Sure, the organization does have a wordier "official" mission statement, but the unofficial two-word version is really why its membership has grown significantly, its members are deeply engaged and –most importantly– it stands a great chance to actually achieve its audacious goal.