Cheshire Cat Photo Blog(...said the Cat: 'we're all mad here....')

CNN’s SciTechBlog asks our opinion about their list of the putative “5 cheesiest tech slogans?”

“Google: “Don’t be evil.” (“Star Wars,” anyone?)

Apple: “Think different.” (Like the rest of us? Part of an older ad campaign.)

Microsoft: “Your potential. Our passion.” (Well, at least they’re passionate).

Facebook: “To give people the power to share and make the world more open and connected.” (A little long-winded for a mission statement, and doesn’t include any money-making goals).

And, of course, Twitter: “Be a force for good.” (See above).”

Well, I have personally SEEN WORSE!

As for CNN’s comment about Google and “Star Wars,” I can say that I was once part of the “Sun-Netscape Alliance.”(The “Rebel” Alliance…?)  I have the straw hat to prove it. No, the hat will not deflect a lightsaber.

Most of the really bad mission statements that I have seen are not “statements,” but paragraphs. I am reminded of the Scott Adams‘ Dilbert strip entitled “Business Language Explained,” in which “Asok the Intern” explains “returning to our core competencies” as “we can’t find our a_s with both hands.” A lot of companies write their mission statements that way. If you have to stumble around for three sentences to explain what your mission is, do you really know what you are doing?

Well, do you?

Without picking on anyone, I found an example of a LONG mission statement of a student organization (Criminal Justice Association) at the University of North Dakota. First off, I LIKE students, and respect their attempt (as well as the ability of these particular students to withstand subzero temperatures). (Besides, a lot of for-profit companies have “mission statements” this long. Some of the companies that employed me had mission statements almost this long.) Is this really a “statement?”

“The intention of the Criminal Justice Association is to introduce members to a atmosphere of job opportunities, community events and social gatherings.  To have access to various functions of the association and partake in the activities of UND and the association.  The association wants this to be a friendly, easy, social atmosphere where the opinions and input of everyone is appreciated and respected.   Lastly, the association wants your participation in the association to be a positive, rewarding experience at UND.”

About.com offers advice on writing a mission statement. You can decide how “good” their examples are.

I guess that I don’t mind a little “cheese,” as long as you don’t spread it too “thickly.”

Cheshire Cat Photo’s Mission is “To showcase California through photography.”

That isn’t even a complete sentence! But I think that you know what we mean….

-Bill at

Cheshire Cat Photo™ – “Your Guide to California’s Wonderland™”

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