After a number of years working in corporate organisations, I recognise the internal 'mission statement'. 

We had overall statements, departmental statements and then even individual team statements. Confused? Everyone was. 

Then someone would create some posters, put them on the walls of the office, and everyone would ignore them.

It's much harder to work out what makes you truly unique, but it's worth taking the time to drill down further to really pinpoint the essence of your organisation. 

Here are some questions to get you started:

- What is your unfair advantage?

- What do you want to be known for?

- What surprises people the most about working with you?

- Who or what do you want your clients to become?

Taking time to get under the skin of your organisation means you can develop something more meaningful, with no mention of 'teamwork' or 'customer-centric' in sight.

For advice on how to get clarity for your messaging, email claire@tigrismanagement.com