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Why Should Anyone Work Here? by Gareth Jones, Rob Goffee

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Chapter 4

Stand for Something Real

Putting Authenticity at the Core

Organizational mission statements are famous for their meaningless verbosity, a fact on which the hugely popular website Dilbert’s Automatic Mission Statement Generator capitalized for a while (sadly, it was taken down a few years ago, much to the chagrin of its fans). Consider, for example, the following two mission statements:

“To continually foster world-class infrastructures as well as to quickly create principle-centered sources to meet our customer’s needs.”

“Respect, integrity, communication and excellence.”1

While the first statement lends new meaning to the word ambiguous—and it is, in fact, the product of the Dilbert generator—no doubt we’ve all seen statements similarly ...

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