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War of Mission Statements – Navy Seals vs. Taliban

May 3rd, 2011

Leave it to the Navy Seals.  Those elite forces went in, got Bin Laden and got out.  Did you ever wish your business team performed like a Navy Seal team?  Imagine what you could accomplish, how you would succeed against all odds, over all competitors.  They have what we like to call effective employee engagement.

We define Employee Engagement as the expriences and stories that help employees take personal ownership of your brand and mission. As most leaders know, true business success is made up of only 20% aptitude, but 80% attitude.

How do the seals get that attitude?  We’ll I can tell you,  they don’t have a mission statement hung on the recruitment lobby wall, but they do have Navy Seal Creed that every Seal knows, believes and lives.  Compare it to your own mission statement and see what yours is lacking:

Navy Seal Creed

In times of war and uncertainty there is a special breed of Warrior ready to answer our Nation’s call.

A common man with uncommon desires forged by adversity he stands alongside America’s finest Special Operation Forces to serve his Country, the American people, and protect their Way of Life.

I am that Man!

My Trident is a symbol of honor and heritage bestowed upon me by the Heroes that have gone before and embodies the trust of those I am sworn to protect.


By wearing the Trident I accept the responsibility of my chosen profession and it is a privilege that I must earn every day.


My loyalty to Country and Team is beyond reproach. I humbly serve as a Guardian to my fellow Americans always ready to defend those who are unable to defend themselves. I do not advertise the nature of my work or seek recognition for my actions. I voluntarily accept the inherent hazards of my profession placing the welfare and security of others before my own.

I serve with honor on and off the battlefield. The ability to control my emotions and my actions regardless of circumstances sets me apart from other men. Uncompromising integrity is my standard. My character and honor are steadfast.

My Word is my Bond.

We expect to lead and be lead. In the absence of Orders I will take charge, lead my Teammates, and accomplish the mission. I lead by example in all situations.

I will NEVER quit!

I persevere and thrive on adversity. My Nation expects me to be physically harder and mentally stronger than my enemies.

If knocked down I will get back up every time!

I will draw on every remaining ounce of strength to protect my Teammates and accomplish the mission.

I am NEVER out of the fight!

We demand discipline. We expect innovation. The lives of my Teammates and the success of our mission depend on me, my technical skill, tactical proficiency, and attention to detail.

My training is NEVER complete!

We train for War and fight to win. I stand ready to bring the full spectrum of combat power to bear in order to achieve my mission and the goals established by my Country. Execution of my duties will be swift and violent when required, yet guided by the principle that I serve to defend.

Brave men have fought and died building the proud tradition and fear of reputation that I am bound to uphold. In the worst of conditions the legacy of my Teammates steadies my resolve and silently guides my every deed.


I will NOT fail!

According to the Huffington Post, there is also a Taliban code of conduct.  The 69-page Taliban booklet (typical corporate move) was obtained last year by The Associated Press from a Taliban fighter in the Afghan border town of Spin Boldak.

In addition to urging them to “destroy the West,” the updated Taliban code of conduct urges fighters to avoid killing civilians and forbids them from seizing weapons and money, a directive aimed at winning hearts and minds of Afghans also being courted by international forces.

Winning hearts and minds has always been the goal of a good mission statement.  Some do it well and some do it through fear, intimidation and 69-page booklets.

Know any other good Mission Statements?  Post them here for everyone to see!

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One Response to “War of Mission Statements – Navy Seals vs. Taliban”

  1. Emily Hunt says:

    Surprisingly enough, Barnes & Noble has quite the inspiring mission statement. “Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers…” There are a few more sentences, but you get the point. This mission statement has an air of pride and quality about it. I don’t even work for the company, but I can definitely get into their spirit just by reading their mission statement.

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