Nobody reads your mission statement.

Companies telling themselves their customers care about their mission statement is the corporate equivalent to the drunk frat kid believing the stripper loves him. She doesn't. If she did, she'd dance for free.

Your customers don't love you either. If they loved you, they'd throw fistfuls of cash at you for doing absolutely nothing.

Business is the process of exchanging value for money. No value. No money. Advertising makes this value so overwhelmingly obvious to the customer, they're willing to pay for it.

Because of this, you're far better off investing in a narrative. Unlike a mission statement, a narrative focuses entirely on the customer. It makes the customer the hero of the story. Furthermore, it explains how the value your company is providing makes their life better, easier, fuller or more exciting.

Too many companies focus on themselves. They think by talking about their "mission," they will land more customers. But, customers don't give a flying f___ about your mission. All they care about is whether or not the value your company is providing is worth more than the money they're exchanging for it.

You convince them with a story, not with a statement.