Your Mission Statement Is Permission to Play — Here’s How to Provide Real Unique Value

2025-10-06

Most companies are shouting the same things: customer-focused, values-driven, people-first. If your competitors can say it too, it’s not a differentiator — it’s permission to play.In this episode of The Way to Value, Marty Osborn and Dale Thrush break down the difference between permission-to-play statements and true unique value. We pressure-test mission statements, call out Buzzword Marketing, and share practical exercises to craft a rallying cry your team can remember and reward — not just frame on a wall. (Remember the moment when most folks couldn’...

Most companies are shouting the same things: customer-focused, values-driven, people-first. If your competitors can say it too, it’s not a differentiator — it’s permission to play.

In this episode of The Way to Value, Marty Osborn and Dale Thrush break down the difference between permission-to-play statements and true unique value. We pressure-test mission statements, call out Buzzword Marketing, and share practical exercises to craft a rallying cry your team can remember and reward — not just frame on a wall. (Remember the moment when most folks couldn’t even recite their mission statement? Yeah, that.

Run this 10-minute test

Print your mission & values.

Highlight anything your competitors could say word-for-word → Permission to Play.

What’s left must be Specific, Memorable, Rewardable. Rewrite until it is.

Add a “How?” proof line under each (policy, behavior, or metric you’ll bonus against).

Links:

Book A Call: https://www.bydesignadvisors.com/contact-us

Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/cont...

Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/

Take the DISC Assessment – https://profiles.innermetrix.com/VO/b...

Website: https://www.bydesignadvisors.com/

Dale's LinkedIn: https://www.linkedin.com/dalethrush