The Importance of
Mission Statements
Topics to be discussed:
• What is a mission statement?
• The process for writing a mission statement.
• What is a mission statement?
• "A mission statement is a declaration of the
company's purpose. But it is also a promise
the company makes to its customers and its
employees." -Jeffrey Abrahams
• A mission statement can motivate and direct
employees and give new hires an idea of
how your company works.
What is a mission statement?
• A mission statement describes:
– What is the company’s business?
– What is the company’s objectives?
– What is the company’s approach to reach those
objectives?
What is a mission statement?
• It isn't important how you define yourself,
but it is of utmost importance that you do
define yourself. Once you determine and
define what you and your operations are,
you can determine the ways in which you
are the same or different from the
competition — your strengths and
weaknesses as they relate to your vision.
• The process for writing a mission statement.
• Research indicates that increased
stakeholder involvement in the mission
process will lead to a wider sense of
ownership of the statement, resulting in
increased employee commitment and
satisfaction.
• Writing a mission statement: A three-step
process
1. Define the statement of purpose for an
organization.
2. Identify the scope of the organization’s
operations in product and market terms.
3. Reflect the company’s values and
priorities.
Example:
• Ben and Jerry’s mission statement
Product Mission:
• To make, distribute, & sell the finest quality
all natural ice cream & euphoric
concoctions with a continued commitment
to incorporating wholesome, natural
ingredients and promoting business
practices that respect the Earth and the
Environment.
• Does the mission statement define the
statement of purpose for the organization?
To make, distribute & sell…all natural ice
cream & euphoric concoctions…
• Does the mission statement identify the scope of
the organization’s operations in product and
market terms?
…sell the finest quality all natural ice cream...
with a continued commitment to incorporating
wholesome, natural ingredients…
• Does the mission statement reflect the
company’s values and priorities?
…promoting business practices that respect
the Earth and the Environment.
• The Big Brothers/Big Sisters of America
Organization is a program that provides
one-on-one mentoring, matching “Littles”
with adults role models.
Exercise
• You have been chosen to write the mission
statement for the Big Brothers/Big Sisters
Organization.
Step 1
• Define the statement of purpose for the
organization.
Step 2
• Identify the scope of the organization’s
operations in product and market terms.
Step 3
• Define the company’s values and priorities?
• What is the mission statement you came up
with?
The mission statement of The Big Brothers/
Big Sisters of America
• “To make a positive difference in the lives of
children and youth, primarily through a
professionally-supported, one-to-one relationship
with a caring adult, and to assist them in achieving
their highest potential as they grow to become
confident, competent, and caring individuals, by
providing committed volunteers, national leaders,
and standards of excellence.”
• How well did your mission statement reflect
the actual mission statement of the
organization?
Summary
• All parts of an organization should be
involved in creating the mission statement
• The mission statement describes the
company’s business, objectives, and
approach to reach those objectives.
• The mission statement also describes a
company’s purpose, product, and priorities.
Suggested Readings
• The Mission Statement Book: 301 Corporate Mission Statements From
America’s Top Companies by Jeffrey Abrahams
• Say it and Live it: 50 Corporate Mission Statements that Hit the Mark
by Patricia Jones
• Christopher K Bart. CA Magazine. Toronto: Mar 1999.
Vol.132, Iss. 2; pg. 37, 3 pgs
• Maureen Jenkins. Black Enterprise. New York: Oct 2005.
Vol.36, Iss. 3; pg. 71, 1 pgs