Adobe - Mission and Vision Statement
Mission and vision statements should be relatively simple yet impactful. They should be appealing and attractive to customers but meet certain criteria in order to be effective and not just empty words that limit scope or growth. Mission and vision statements are also for internal use as they provide the reason for the firm's existence, resource allocation, and dedicating efforts toward a common purpose. Adobe, for example, has a short but impactful mission statement, "Changing the world through digital experiences." This statement doesn't necessarily explain how they will go about this or even what actions they will take to accomplish this in order to increase revenue for their shareholders. This statement indicates that Adobe will be able to change the world and do it through through digital experiences. Simple? Yes. Profound? Yes. Even without using Adobe's products, I can determine their path and scope for investors and customers alike.