In the marketplace not everyone has a college degree in fact some of the most successful entrepreneurs do not have a degree at all. If you’re a technology based company catering to the technology field your mission statement would more than likely have technological terminology that would attract your client base. However, if you are a service oriented company the terminology used to create the mission statement should be as simple and straightforward as possible. By doing this you are ensuring that the widest variety of clientele possible will be able to walk through your doors to do business with you. A company that is service oriented has to make sure everyone that reads their mission statement derives the same meaning and that there is no room for doubt in what the company does.