Even though some sell "products" it probably isn't their main mission. The mission statement, in a broad sense, always aims to improve someone or something. It describes the services of the organization.
It's crazy. As a service provider you don't want to communicate that you provide the "best value" for what you do. That's the approach of the discount seller and the big box store. The place that thinks people will only "buy the cheapest" they can get.
You want to communicate that you provide the best service in what you do. Value is not a competitive position. Every service provider says they have the best value ... it's a given. But what you want to know is how they treat people, what they accomplish and why they are worthy of support.
If a better value is what you say you provide, then maybe you need to work on talking about a better service.
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