Nor does the lack of one guarantee failure. A clear mission is in part a simple one. Often complex analyses and execution lie behind seemingly simple mission statements. Many corporate mission statements are too long, too detailed and too bland. A successful mission 'makes sense'.
Coherence is vital if the mission is to stand up to critical analysis.
The message must relate to the needs of the intended audience, if the words are to 'come alive'. If a mission is to shape the future and drive the strategy, then it must be communicated broadly, consistently and continuously, until it becomes an integral part of the corporate culture. Only through communication can the mission become a shared mission. Effective communication requires effort, commitment, time and courage. A mission must remain flexible and open.