What makes a good mission statement?

- An important aspect of running a company…is a general agreement among the ownership team…and the top managers about the company's…strategic direction.…This strategic direction or mission statement…is important in establishing both…those things that the company will do…and those things that the company won't do.…For example, history is riddled with companies…and other organizations that have experienced…difficulties as their efforts have become unfocused.…They are like a little child splashing around…in a pond trying to catch all of the fish…and ending up catching none of the fish.…

Now here's the mission statement of McDonald's.…Our brand mission is to be our customers'…favorite place and way to eat.…Now in my opinion this is a great…mission statement.…This McDonald's mission statement suggests…that McDonald's has decided, at least for now,…not to extend it's powerful brand name…into a broad array of goods and services.…Now McDonald's has a world-wide reputation…for consistency and value.…So, would people buy McDonald's gasoline?…