Analyses mission statements and defines them as “enduring statements of purpose” that distinguish one organization from other similar enterprises. Suggest that a well-crafted mission statement can provide advantages or benefits to a company. States mission statements need to be longer than a phrase or sentence, but not a two-page document, and not overly specific with regard to values, percentages, numbers, goals, or strategies. Concludes that better mission statements will give rewarding payoffs, meaning enhanced personal and business performance.