Mission Statement:
How-To Create A Mission Statement
Please follow link for intro:
http://en.wikipedia.org/wiki/Mission_statement
http://www.tgci.com/magazine/How%20to%20Write%20a
%20Mission%20Statement.pdf
Mission statement. Every company needs one. Many companies, both new and existing,
sometimes struggle to write a mission statement. A mission statement can be a very strong
motivational statement for staff and employees and can also be a strong marketing and
branding tool to customers. Some excellent examples of mission statements that hit the mark
immediately are:
Disney – "To make people happy"
Would anybody argue that Disney accomplishes this? Do you think it sets the tone and
environment for its employees? Do you think that customers agree? I think the answers to all
these questions would be a resounding yes!
Boeing – "To push the leading edge of aviation, taking huge challenges doing what
others cannot do"
Finland nearly banned Donald Duck
cartoons because the Disney character
doesn't wear pants.
If anyone has seen the documentary or read the
story of the Boeing 747 Jumbo Jet, would they doubt
this mission statement? Do you think that Boeing's
employees or customers doubt this statement? I don't think so.
3M – "To solve unsolved problems innovatively"
How many of you use Post-It Notes? Do you know how they were invented? NASA was
looking for a product that would stick to surfaces indefinitely and still be easy to peel
off. One 3M engineer spent quite a bit of time getting 3M to market this product
commercially. Do you think his motivation was partly driven by this mission
statement?
A company's mission statement can be something that is totally ignored by both its
employees and its customers, or it can be something that drives the organization,
attracts customers, and brands its products.
Companies that have created dynamic, thought-provoking, on-the-mark mission
statements got everyone involved in the process, from the lowest ranking employee
to the highest ranking executive, while at the same time keeping in mind the needs of
all their customers, even the least important. They brainstormed, reviewed and
rewrote their mission statement until everyone was satisfied. The employees and
management agreed that the mission statement correctly identified what they hoped
to accomplish, and the customers agreed that the mission statement defined what
they wanted and needed.
What Is A Mission Statement?
A mission statement is a written, easy-to-remember sentence, short list of bullet
points, or paragraph illustrating a business' goals and purpose. It has one common
function: to guide you and your employees in making critical decisions that effect the
direction of your company.
A mission statement identifies your company to its customers, vendors, the media and
others that will be using or requiring its services or products. It is about providing
solutions and adding value to your customers and market.
Where Should You Keep It?
Certainly not buried in some remote document that you bring out at Christmas time or
some other
event. Keep your mission statement in front of
you, your management team and employees,
and your customers. Include your mission
statement in the executive summary of your
business plan. Place it in large bold print in the
front of your employee manual. Include it in as many advertisements, promotional
materials, and other public documents as possible. Never lose sight of why you started
your business and never compromise your ethics and values.
The final credits for Fantasia list the
sorcerer's name as "Yensid" - Disney
spelled backwards.
Creating A Mission Statement
First of all, as we mentioned earlier, you should get everyone involved in a productive
manner and do the following:
1. Pick One Central Theme. The theme should be easy to understand, noncontroversial, and translate into behavior that can gain support. Take Disney,
mentioned earlier, for example. They wanted people to have fun. They wanted their
employees to have fun. They wanted people to be able to escape, for just a moment,
the grind and stresses of their day-to-day environment.
So what is your theme? Does it deal with a product, service or both? Can it be easily
understood and interpreted by both your employees and customers? In some cases, it
may have to be mildly controversial to provoke thought and discussion.
2. Communicate With Action. Demonstrate your commitment and follow through
with conviction. Participate in the committees and work groups and help them build the
excitement and determination to succeed.
3. Focus On A Few Key Attributes Of Your Service Or Product. Take the example
of Boeing, mentioned earlier. Do you want to push the leading edge of your
technology? Do you want to accept challenges that others won't or can't? Do you want
to solve problems that are difficult and challenging to solve? Does this key attribute
bring value to your customers?
4. Don't Rush The Process. Brainstorming and creativity take time. Be sensitive to
the process as well as the end result. Participants want to see results of feedback. You
and your employee's time are too valuable to just go through an exercise in
frustration. I have been part of organizations that just wanted a rubber stamp on the
result and didn't give a hoot about the process. This is a very unique opportunity to
build commitment, trust and morale in your organization. Don't blow it by trying to
rush the process!
Key Points To Include
This might be your most difficult decision. If you're writing a one-sentence or oneparagraph mission statement, your job will more likely be more complicated, not less.
A bulleted mission statement is easier, but may not accomplish what you want. Key
statements that can be used to build a mission statement are:

Statement of Purpose. What inspirational purpose appeals to higher values in
both your employees and customers?

Statement of Strategy. What
is your business strategy, and
how does it appeal to your
employees and customers?
Walt Disney originally had different names in
mind for Mickey Mouse and Goofy: Mortimer
and Dippy Dawg, respectively.

Statement of Value. Identify values that form a link to the organization's
strategy that employees can be proud of.

Statement of Behavioral Standards. How does employee behavior relate to
customer perception and value?

Statement of Character. What is the organizational culture?
Certainly it is impossible to include all of these in a short mission statement, such as
Disney's, but the perception of their mission statement certainly encompasses the
ideas. If you do a bulleted mission statement, the above statements are easier to
address individually. It's up to you!