How to Write a Mission Statement That Doesn’t Suck with Dan Heath.
Dan is a Senior Fellow at Duke University’s CASE center, which supports social entrepreneurs. He is the co-author, along with his brother Chip, of three New York Times bestsellers: Decisive, Switch, and Made to Stick. Amazon.com’s editors named Switch one of the Best Nonfiction Books of the Year, and it spent 47 weeks on the New York Times Bestseller list. Made to Stick was named the Best Business Book of the Year and spent 24 months on the BusinessWeek bestseller list.
Dan’s conversation about writing a more interesting mission statement first appeared on Fast Company .
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