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"Mantra" is a Sanskrit term, meaning "sacred utterance" or "sacred thought," depending on the dictionary. Traditionally concentration aids given by Hindu gurus to devotees, mantras are words or phrases repeated to facilitate transformation. In business, a mantra is akin to a motto, albeit more fundamental to a company's internal purpose than simply a marketing slogan. It's concise, repeatable, and core to a company's existence.

"Think different." "Don't be evil." For some of the world's most innovative companies, mantras become a rallying point for employees and customers.

The key is simplicity. "Create a mantra of two or three words," author and former Apple evangelist Guy Kawasaki instructed at the most recent Inbound Marketing Summit in Boston. "Make it short, sweet, and swallowable."

Mantras are not mission statements, though they're often confused with the cumbersome paragraphs of platitudes generated at corporate retreats involving trust falls. When asked for their company mantras for this story, over 100 business owners, from start ups to energy companies to retailers, submitted gobbledygook claiming to be mantras.

Read more here>>http://www.fastcompany.com/3000236/repeat-after-me-your-company-needs-mantra

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