Stories about mission statements don’t usually make people stop scrolling or click to read from a morning newsletter. But hopefully you did, because the story behind a few simple words can say everything about a community.
I’ve been part of more committees, task forces and “vision sessions” than I can count, all trying to answer the same questions: Who are we? What’s our point? We’d fill whiteboards, draft pages of key ideas, add bullet points and sub-bullets, then proudly present our masterpiece, only to watch eyes glaze over halfway through.
If it takes pages to explain your mission, you’re probably missing it.
The Jewish Light new mission statement isn’t a piece of corporate jargon, or something dreamed up in a branding retreat. It’s who we are, a reflection of purpose, history and the future we’re still shaping.
“STL Jewish Light is an independent news source, providing a Jewish perspective focused on local news in order to inspire, enrich, educate and connect our community.”
That’s it. Twenty-three words. No semicolons, no buzzwords, no filler. Just clarity reached after months of thoughtful discussion.
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“We realized our old mission had good bones but too many words,” said Debbie Lefton, a board member who helped lead the revision process. “We wanted something you could read once and immediately know what the Light stands for.”
Board member Adam Schneider said one word guided every draft: “connect.”
“We’re not just covering news; we’re helping people feel part of something bigger,” said Schneider.
“We’re focused on local news and being part of the community,” said Board Chair Michael Staenberg. “It’s about hearing every voice and keeping things simple, telling people who we are.”
“Living our mission means making intentional, everyday choices to elevate local voices and shine light on what matters in Jewish St. Louis,” said Stacy Smart, Chief Operating Officer of the Jewish Light. “As both a leader and a community member, I believe every story is an opportunity to bring our community closer together.”
The Jewish Light new mission statement is more than an update. It’s a promise to keep showing up, to keep listening and to keep shining for St. Louis’ Jewish community.
It’s not flashy. It’s not viral. It’s just true. And that’s exactly what we were going for.
