15. In just a few more years,

the current homogenized “voice” of business – the sound of the mission statements and brochures – will seem as contrived and artificial as the language of the 18th century French court.

False

Here’s a point that I feel that they were completely wrong about. It may just be my way of looking at this but I feel that this point was wrong from the moment they wrote it and it wasn’t a result of society changing that made this one obsolete.  Mission statement and brochures may not be written in “conversational” tones, but that is because they aren’t meant to be.

Dictionary.com defines a Mission Statement as a summary describing the aims, values, and overall plan of an organization or individual.

When I look at that I see that I am meant to be told the 3 W. Who is doing What and Why they are doing it. I don’t want or need to be driven in many circles trying to figure that out.

Here is an example of Coca-Cola’s Mission Statement:

“The Coca-Cola Promise: The Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of our business is simple, solid, and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.” (p. 40)