Question

Redefining the business mission of a mattress manufacturer as a "good night" sleep rather than stating the mission as "the manufacture of high-quality mattresses" will:

Answer 1

This will often make the mission seem simpler (and will make it seem easier to achieve), and it will also provide better evidence for customers so they can relate to their sleep and believe that their sleep can actually get better, and not only the fact that they would own a good quality matress.