Most Boards and School Heads understand the power of a well-crafted, emotionally evocative mission statement as the foundation of a compelling case for enrollment and giving. Most also know the mission statement should distinguish the school in a marketplace replete with schools of all types. However, many mission statements fail to capture a school’s essence or provide any clear distinction from other schools. Your mission statement may not be definitive enough to provide guidance to the Board, administration, or faculty in their pursuit of programmatic excellence. It may be an assertion that better describes the school 20 or even 50 years ago. It may not answer the essential question, “Why does our school exist?”