When Aspirations Backfire

Every business needs goals, but companies that lay them out publicly in slogan form should be careful of making promises they can't fulfill

Years ago, I was waiting in line at the bank, bored. I started looking around and noticed a nearby counter card. It said, "Our mission is to exceed our customers' expectations." I couldn't help but smile because the bank had indeed exceeded my expectations -- I had expected to wait in line for five minutes, and it had already been 10.

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