Which utility statement is NOT relevant in developing a mission statement?

In crafting a mission statement, relevance lies in focusing on the underlying benefits or emotional connections that customers seek from a product or service rather than the product itself. The correct choice highlights a utility statement that deviates from this principle.

When developing a mission statement, it is crucial to articulate not just what a company offers, but the value and experience it provides to its customers. The other statements emphasize presenting benefits beyond the tangible product—like comfort and pleasure—which resonates with customers’ deeper desires and needs.

In contrast, the statement regarding ideas and emotions fails to align with this fundamental approach. It suggests a focus on materials without acknowledging the emotional or experiential aspects sought by consumers. Therefore, it does not contribute meaningfully to the development of a mission statement that aims to communicate an organization’s purpose in terms that connect with customers’ values and aspirations.