Do you have a mission impossible statement?

In part six of this 12-part series, Jim Ruta, managing partner, LifeAssist Software, questions the traditional mission statement, saying there are often long, irrelevant or unwieldy. He suggests crafting an “expert identity statement”, and explains how to cut to the quick with a direct description that puts your goals and target market in the clearest possible light. Ruta spoke at the TMX Broadcast Centre in Toronto.