It’s an emotive subject the company mission statement. Everyone has a view on how it should be worded and how useful it should be. While nibbling on a slice of spinach and mushroom pizza today in Wholefoods, my eye was taken by the way they present their mission and values statements to customers.

Instead of trying to get everything crammed into a single mission statement, so it becomes meaningless and wordy, they have adopted a different statement for each part of their business. Each has its own meaning relevant to a specific audience, therefore giving them context and most importantly ensuring they are useful. The same approach has been applied to “Values”  and “Quality” statements: