Abstract statements are simple statements that communicate the core values and mission of a business. Here are some of my favorites:
UPS – “Enabling Global Commerce”
South West Airlines “The Low cost Airline”
All State “Your in Good Hands with All State”
Avis “We Try Harder”
Well designed abstract statements help managers & employees drive decisions and align efforts toward a common goal. Simple abstract statements are effective. Effective abstract statements turn into concrete statements that lead to successful sales campaigns, happy customers and consistent service delivery.
