Best Mission Statement I Have Ever Seen

ImageIn case anyone missed it, Apple had an event yesterday.  This is the week for WWDC – the World Wide Developers Conference.  Software developers working on new products to run on macs, iPhones, iPads, iPod Touches and Apple TVs have gathered in San Francisco to learn new techniques and to get a sneak peak at things coming from the tech leader.

The conference started with a Keynote Address by CEO Tim Cook and several members of the Apple Executive Team.  But before any of them took the stage, the Keynote was kicked off by a video that I have not seen discussed anywhere.  I believe that the video was arguably the most important part of the entire Keynote.

Not only did the video set the stage for everything to come, it beautifully described the mission of Apple itself – and what makes Apple different (and very, very special) among all of the tech companies in my universe.  It showed that Apple remains the company built by (and later saved and rebuilt by) Steve Jobs.  A company that has thrived through an attention to details, attention to customer experience, and especially attention to design.

Here is the text of the video.  A corporate mission statement in free verse.

If everyone is busy making everything, how can anyone perfect anything?

We start to confuse convenience with joy, abundance with choice.

Designing something requires focus.

The first thing we ask is “What do we want people to feel?”

Delight.  Surprise.  Love.  Connection.

Then we begin to craft around our intention.

It takes time.  There are a thousand no’s for every yes.

We simplify.  We perfect.  We start over.

Until every thing we touch enhances each life it touches.

Only then do we sign our work.

Designed by Apple in California.


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2 responses to “Best Mission Statement I Have Ever Seen”

  1. Desireé Owen says :

    I do hope they have bought a lot of time for this one because it is beautifully done!

    • Graham Burnette says :

      I totally agree, and I especially like the unspoken message that Apple is still the company that Steve Jobs built. It has not lost its way, but rather the core (what Apple calls its “DNA”) remains true to SJ’s vision. That is why I chose to use the special SJ profile logo with the post.

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