By Sanya Bery ’17, Staff Writer

Everyone reading this article has made a conscious decision to attend, work at, or send their children to Newark Academy. Why? Well, for starters one might have seen the mission statement and understand that Newark Academy would “contribute to the world engaged individuals instilled with a passion for learning, a standard of excellence and a generosity of spirit.” The sentence is short and to the point, but quickly determines the characteristics according to which our school operates. However, it does not give too much information away, and leaves the audience wanting to know more. Likewise, businesses all over the world have mission statements with the common goal of attracting costumers. However, some have gone terribly, terribly wrong, and address their own purposes instead of indicating how the costumer will benefit. Let’s take a look at three of the best and worst mission statements:

Top 3 Best:

1. Patagonia

   

Patagonia is a store for nature clothing, and most notably for their sweatshirts and fleeces that are worn on the everyday basis. Their mission statement reads: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia truly inspired me and made me want to buy their products, not because I may actually need a sweatshirt but because of the simplicity and kindness that flows through in one sentence.

What we got out of it: Saving the earth, one fashion statement at a time.

2. Warby Parker

Warby Parker is a regular old company that sells eyeglasses, but their mission statement is short, exciting and to the point: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket.” I don’t have glasses and have never heard of Warby but I want to go there after reading this. The sentence is short but each word is meaningful and grasps the uniqueness and fun personality of their store.

What we got out of it: I really want to get glasses so I can buy from this store!

3. Ikea

Ikea is a furniture store whose mission is “to create a better everyday life for the many people. Our business idea supports this vision by offering a wild range of well designed, functional home furnishing products at the prices so low that as many people as possible will be able to afford them”. Using words like “together” and “we” makes a huge company much more attractive to customers, the point of mission statements. Ikea succeeds in making their customer want to buy their stuff.

What we got out of it: This is a company focused on furniture and family.

Top 3 Cringe-Worthy:

1.  1.  Barnes and Noble

Everyone has been to a Barnes and Nobles at least once or twice, and even though they sell other products, the main attraction is the books. However, they write: “Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers . . .”

First of all, this statement to begin with is too long; it goes on and on and is quite confusing to follow. It starts out with saying it wants to succeed no matter what it is selling; however, it ends with saying the mission cannot succeed without the product — quite misleading, and just plain tiring to comprehend!

What we got out of it: Sorry, what are we selling again?

2. MGM Resorts International

MGM Resorts International is a company that deals with housing and hotels. Check out their statement: “MGM Resorts International is the leader in entertainment & hospitality–a diverse collection of extraordinary people, distinctive brands and best in class destinations.” As great as MGM might be, their statement is just a few sentences of bragging. It doesn’t say how or why they will help their costumers but instead just lists what they think are positive aspects about the company.

What we got out of it: We’re the best – already.

3. ExxonMobil

Popular gas company ExxonMobil’s mission statement reads: “We are committed to being the world’s premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct. These unwavering expectations provide the foundation for our commitments to those with whom we interact.”

All that comes out of that is ExxonMobil’s strategies for making money and staying powerful. While these may be their guiding principles, this is not what costumers want to hear. These ideals do not motivate the costumer to choose ExxonMobil over any other brand.

What we got out of it: Give us money, please?