Question: Take a look at the mission for Apple (just google) - The "official" mission statement on the Apple corporate website, however, is not really a mission statement at all, but rather a list of products and past accomplishments. As stated, Apple's "mission" is: "Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices." My point is that mission statements are all over the board - some a "list" like Apple's, and some a "pie in the sky" viewpoint like Coca-cola. What is most important is the STRATEGY - the plan?