Mission statements are everywhere. Every company, large or small, has one. But how often do they really stick in people’s minds? Deep Impact AG in Winterthur takes a different approach. Instead of a long, polished mission statement, we have a clear, concise motto: ‘We conquer the digital world.’ Find out why we don’t have a traditional mission statement and why that is our strength.
All mission statements are the same – and no one remembers them
Mission statements should inspire, provide orientation and embody the corporate philosophy. But if you look at the mission statements of large companies, one thing stands out: they all sound the same.
Take Google, for example: ‘To organize the world’s information and make it universally accessible and useful.’ Or Microsoft: ‘To empower every person and every organization on the planet to achieve more.’ And then there is IKEA: ‘To create a better everyday life for the many people.’
All these mission statements are well thought out, but they have one thing in common: they are so generic that they could apply to almost any company. And let’s be honest: who can really remember these sentences? Who can quote them after a long day at work or even after a few beers in the bar?
Why we don’t need a mission statement
At Deep Impact AG, we have consciously decided against a classic mission statement. Why? Because we believe that a mission statement is often just lip service – beautifully formulated, but without real meaning. Instead, we rely on a clear, concise motto: ‘We conquer the digital world.’
This sentence is more than just a set phrase. It is our motivation, our vision and our promise to our customers. It is easy to remember, easy to understand and, above all, it stays in your head.
A motto that stays in your head
Imagine you are sitting in a bar, talking about work, and someone asks: ‘What does your company actually do?’ For most companies, the answer would be a long, complicated beating around the bush – or a half-hearted recitation of the mission statement that nobody really understands.
At Deep Impact AG, the answer is clear and simple: ‘We conquer the digital world.’ This is not only easy to remember, but also a statement that arouses curiosity and stimulates conversation. It’s a sentence that sticks – whether sober or after a few beers.
Mission statements vs. slogans: it’s all in the difference
A mission statement is often a long text that tries to cover everything: values, vision, mission, goals. The result is usually a compromise – a text that doesn’t really inspire anyone, but also doesn’t annoy anyone.
A motto, on the other hand, is concise, to the point and emotional. It sums up the essentials and manages to inspire people. At Deep Impact AG, our motto represents courage, determination and the will to actively shape the digital world.
Why we are different
Deep Impact AG is not a company that gets lost in long texts. We are doers, not theorists. Our motto reflects this: ‘We conquer the digital world.’ This is not a promise we make lightly – it is our aspiration.
We believe that the digital world must not only be shaped, but actively conquered. This requires courage, creativity and the will to break new ground. This is exactly what we do – every day.
Conclusion: less is more
In a world where every company has a mission statement, we focus on simplicity and clarity. Our motto, ‘We conquer the digital world’, is more than just a sentence – it is our philosophy, our motivation and our promise.
We don’t need a mission statement that no one notices. We need a motto that inspires, that sticks in people’s minds and that shows who we are: a company that is conquering the digital world – with courage, determination and a clear vision.
And the best thing about it? You’ll remember this sentence – even after a few beers.
Deep Impact AG – We conquer the digital world.
