I think it comes down to the difference between "having a mission statement" and "being on a mission." Mission statements are usually all corporate-speak and w

I think it comes down to the difference between "having a mission statement" and "being on a mission." Mission statements are usually all corporate-speak and written in passive voice. They are generally pretty useless. Expressing the mission you're on is more expressive and active. It's also easier for customers to get behind, and for the company to internalize.