6
Mission Statements Keep Your
Business on Course
There is something in the words of a well-written mission statement
and a company that goes out of its way to stand behind that mission
that truly makes a connection with the consumer. From time to time,
we encounter companies that seem to have lost their way, which can
be chalked up to a bunch of factors. Given the pace of business today,
changing technology trends, and a roller coaster economy, it’s easy to
understand how a company could get turned around. Those factors
aside, I think this lack of business clarity could at times be traced to
wavering from the company’s mission statement or worse—the lack
thereof. If you find that your company has unexpectedly gone off of
the beaten path, don’t fret. With a little redirection and a focus on
shoring up your company’s mission statement, you could be back on
track in no time.
Why a Mission Statement?
As a rule of thumb, I recommend that every business or organization invest in the time that it takes to build a quality mission state25
THE ENTREPRENEURIAL SPIRIT LIVES
ment. A company’s mission statement should summarize what the
company does and what principles guide its day-to-day activities. A
good mission statement should accurately explain why your organization exists and what it hopes to achieve in the future. Your mission
statement is an opportunity to define your business at the most basic
level. It should tell your company’s story, ideals, what you do, what
you stand for, and why you do it.
Upon Closer Examination
Take a moment to examine the following mission statement:
The mission of The Walt Disney Company
is to be one of the world’s leading producers and providers of entertainment and
information. Using our portfolio of brands
to differentiate our content, services, and
consumer products, we seek to develop the
most creative, innovative, and profitable
entertainment experiences and related
products in the world.
A mission
statement is a
dynamic, living,
breathing, work
in progress.
• Does the company’s mission do anything for you?
• Do you feel that Disney’s mission is crafted to make a connection
with you on a more personal level?
• What about the company’s mission statement works for you?
• Based on your own experiences, do you feel that The Walt Disney Company has done a good job over the years of sticking to
its mission of providing quality family entertainment?
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CHAPTER 6
Simple Mission Guidelines
As you reexamine your own mission statement, answer the following
questions:
• What beliefs and values are expressed about your organization?
• Have you clearly described your firm’s products and services?
• What markets do you compete in?
• Does your mission statement clearly explain who your target
customers are and their characteristics?
• Can the readers of your mission statement clearly identify what
needs and wants your company satisfies?
• Does your mission statement identify your major strengths and
what competitive advantage your company holds?
It’s important to think of your mission statement as the heart and
soul of your company. Your mission statement is a dynamic, living,
breathing statement, a work in progress. Be sure to revisit and refine
it until it resonates not only with you but also with all who read it.
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THE ENTREPRENEURIAL SPIRIT LIVES
Mission Possible
Examine the mission statements of the following companies. Using the six guidelines for developing a strong
mission statement presented above, how would you
rate them? Using those same guidelines, try writing
and then rewriting your own mission statement.
• Google: “To organize the world’s information and make
it universally accessible and useful.”
• Harley Davidson: “We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists
and to the general public an expanding line of motorcycles, branded products, and services in selected market
segments.”
• eBay: “eBay’s mission is to provide a global trading platform where practically anyone can trade practically anything.”
• Apple: “Apple is committed to bringing the best personal computing experience to students, educators,
creative professionals, and consumers around the world
through its innovative hardware, software, and Internet
offerings.”
• Starbucks: “To inspire and nurture the human spirit—
one person, one cup, and one neighborhood at a time.”
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