What is meant by a mission statement being 'believable'?

A mission statement being described as 'believable' primarily hinges on the qualities that make it relatable and credible to its audience. When a mission statement is honest and easily understood, it reflects the true values, goals, and intentions of the organization. This transparency allows stakeholders—including employees, customers, and investors—to trust and connect with the mission.

If a mission statement is straightforward and free from overly complex language or jargon, it resonates more effectively with its audience. Stakeholders are more likely to support and rally around a mission that they can clearly interpret and feel is genuine. This builds a stronger foundation for organizational culture and strategic direction, fostering a sense of integrity and commitment.

In contrast, including numerical metrics could lead to ambiguity instead of clarity if those numbers aren't accessible or meaningful to the broader audience. Additionally, a complex, technical statement or the use of industry jargon can alienate individuals who may not have the background to understand such terminology, hindering the mission's overall effectiveness.