Most corporate mission statements are full of stereo-typical and generic promises that mean little to anyone connected with them in anyway. They rarely tell you what the businesses does or what it cares about.Perhaps it is time to sit back and think up powerful mission statements that represent the truth and then ask whether this truth inspires you to get up in the morning and go to work.

My presentation at the 3rd Annual CMO Conference in Zurich later this month will be on - Leadership in Marketing: from shareholder value to stakeholder value