Mission statements can-and should-have that optimistic spin, but they ought to serve a real purpose. There are four key elements found in effective statements: Value, inspiration, plausibility, and specificity. In a couple of short sentences, you should be able to convey the value of your company or why your brand exists, inspire and encourage your employees, sound completely reasonable and plausible, and be as specific and relevant as possible. Find a key theme for your company. and make sure each of these components revolve around it. The best mission statements are simple. They use common language, to state powerful purposes, clearly. Great mission statements are compelling. They present a common purpose that people can aspire to. Great mission statements also stay continuously relevant