About Mission Statement

Sean Song
2 min readMar 17, 2022


I’m working on sth. new. Mission statement is where I started. I had a version, like it, re-think, change it again. Then I had a new version, like it.

These are iterations. Good.

Today, I happen to read a company’s financial report. It started with its mission statement. Common. Good.

Mission Statement of GN (the mother company of Jabra)

Then I found that the Chinese mission statements and Western ones are different. The differences may reflect the cultural differences behind people’s mindset.

From what it reads, the western mission statements are longer, simpler, laymen readable. They does not pretend to be poem, to be abstract, to be high profile. Make it simple and clear, make it expressing what exactly the brands want to communicate.

On the other hand, some (not all) of our Chinese mission statements (in its Chinese characters), are abstract, they seam like to follow the rule: less words, be more abstract, sounds like a philosophical slogan.

I’m not going to put any examples here. Just feel the differences. There is no right or wrong here. Just cultural differences.

For the new mission that I’m going to create, I’m going to look into the future and follow my heart, but always put cultural differences in mind, create a global brand from a local story.

Stay tuned~