Mission Statements and Business Ideas

1. Mission Statements and Business Ideas

2. What is a Mission Statement? • A mission statement is a declaration of what a business aspires to be.

3. Mission Statements • The mission statement of an organization is normally short, to the point, and contains the following elements: • Provides a concise statement of why the organization exists, and what it is to achieve; • States the purpose and identity of the organization; • Defines the institution's values and philosophy; and • Describes how the organization will serve those affected by its work.

4. Mission Statement Characteristics • Visionary: • Above all else a mission statement offers a vision of what a business aspires to be. • A visionary mission statement helps people understand what the business is about and how they can contribute to the achievement of the vision. • Mission statements frequently contain wording such as "to be the best", "the highest quality", and "in the world".

5. Mission Statement Characteristics • Realistic • The broad vision needs to be tempered with realism, to be both practical and workable. • Mission statements that include everything or over promise will not give a clear indication of what the business is about. • A lofty, unrealistic mission statement will not have great credibility. • Instead the best statements are direct and powerful.

6. Mission Statement Characteristics • Broad • A company cannot be all things to all people, but a mission statement should not limit a company's area of service or expertise too narrowly. • Especially in today’s fast-paced business world, customer needs, and customers in general, can change rapidly. • A mission statement should be broad enough to allow the company to meet those needs without annual revisions of the statement.

7. Mission Statement Characteristics • Motivational • The statement should be written in such a way that it inspires commitment among employees, customers, partners, and funding agencies about what this company will do or produce. • Some organizations emphasize the inspirational value of their mission statement above all else, using it to express the company's philosophy and values.

8. Mission Statement Characteristics • Short and concise • The mission statement should be no longer than 25 words. • Some consultants recommend that the mission statement be short enough that an employee can easily remember it and readily repeat it.

9. Mission Statement Characteristics • Easily understood • The statement should use plain language that is convincing and easy to understand. • For example, a technology company's mission statement should not include jargon or technology concepts that are unfamiliar to people outside the area. • Consider using the "grandmother test" on your mission statement -- would your grandmother understand what your company is about if she read your mission statement?

10. Mission Statement Examples • "McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” • http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html

11. Mission Statement Examples • "At Microsoft, our mission is to enable people and businesses throughout the world to realize their full potential. We consider our mission statement a commitment to our customers. We deliver on that commitment by striving to create technology that is accessible to everyone—of all ages and abilities. Microsoft is one of the industry leaders in accessibility innovation and in building products that are safer and easier to use.” • http://www.microsoft.com/enable/microsoft/mission.aspx