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Structure for vision and mission statement lists

Vision and mission statements are important slides when introducing or defining your company. Because they are important, they deserve to be formatted in the best possible way.

So many times each bullet phrase is written so that it begins with the word "To":

"OurCo makes a commitment

  • To provide our customers with …
  • To deliver …
  • To promote …"

A much stronger way to list the points in a vision or mission statement (or most other lists, for that matter) is to begin with the verb. This method is much more action oriented and nonredundant. The lead-in sentence, if one is used, can end with "to" instead.

OurCo makes a commitment to:

  • Provide …
  • Deliver …
  • Promote …

This seems like such a basic and reasonable approach, but it is surprising how many times the "to" phrases are used. Make sure you create your lists so that they are the most powerful.

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