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But it is also a promise the company makes to its customers and its employees," says Jeffrey Abrahams, an Oakland, California-based consultant and author of The Mission Statement. "That promise becomes an integral part of the branding of the company. Even if we're talking about a one-person business, the mission statement brands the business and hopefully differentiates it from the competition so that customers understand that the company is committed to a purpose and will back that up with products and service."(1) Mission statements, I believe, are a good motivator because they allow the employees to look forward to achieving a common goal...
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