“Make cancer history.” That’s the short version of the University of Texas M.D. Anderson Cancer Center’s mission statement. Such a concise and snappy mission statement not only sticks in the mind, it can also drive an organization to innovate, finds Robert E. McDonald of the Rawls College of Business at Texas Tech University. His study of nonprofit, public, and private hospitals suggests that well-crafted mission statements lead organizations to generate, evaluate, and adopt innovative ideas.

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