To: CEO
SBS Transit

RE: MISSION STATEMENT, TAGLINE FOR SBS

Dear Sir,

I wish to draw your attention to the plaque or notice you have at the Toa Payoh Bus Interchange. To wit, I quote:

SBS Transit
2 Million Passengers
1 Mission: To go the extra mile

2 I wish to inform you that we have received numerous complaints that your passengers would rather you did not go the extra mile; try to get them straight to their destination.

3 One example in particular come to mind. Service 78 which runs from Jurong East looping at Clementi Central, back to Jurong East. Now we have checked with twenty independent and impartial drivers as the the fastest route from Jurong East Interchange to Clementi Interchange. 95% said that the best route would be to take the Boon Lay Way/Commonwealth Ave West route. Only 5% (a taxi driver) proposed going by the CTE.

4 The route taken by Service 78 goes through Jurong Town Hall Road, Penjuru Rd, Pandan Industrial Estate (Jln Buroh), West Coast Road, before entering Clementi.

5 We have checked with the complainants and clarified that while they do not mind SBS going the extra mile, they do object to being charged for the extra mile that they did not really want.

6 As such, we are proposing that you change your plaque/notice to properly reflect your policy. For example, "To go the extra mile... and charge you for it."

7 Please see other alternatives we thought you might like to consider in the annex.


Yours faithfully

Director. Ensuring Truth in Notices
(no signature required so you cannot forge my signature)

ANNEX - ALTERNATIVE TAGLINES/SLOGANS FOR SBS TRANSIT

a) "To go the extra mile... whether you like it or not."

b) "To go the extra mile... because govt said so, regardless of whether its appropos to transit companies."

c) "To go the extra mile... because this is the latest "hot" phrase. Next time it might be 'Not re-inventing the wheel'; or 'If it ain't broke, don't fix it'."

d) "To got the extra mile... because its on the route map and if you don't like it, well, too bad!"