One of the biggest issues I've observed since working in the church world is our obsession to develop mission and vision statements. Hear me right, I don't think that having a mission or vision statement is a bad thing. But often those statements don't reflect the reality of what is really going on in the church. They are just words, without much action.
To put it another way churches can place more emphasis on preaching/teaching the mission statement, rather than simply living it out. In some messages there is no practical application or spiritual direction to do something.
Some churches are telling their congregations, rather than simply leading by doing. There needs to be less talk and more action.
In marketing speak we would say that the brand positioning isn't reflected in the brand promise.
I read this great post from Harvard Business Review today which reminded me of this. Well worth a read.