MISSION POSSIBLE

Perhaps one of the most important tools in developing the company brand is often one of the hardest to understand and create. It is the mission statement. Simply defined, a mission statement is a short written statement defining a company’s reason for existence. It should embody its philosophies, goals, ambitions and mores. A company that operates without a mission statement, will at the very least lack direction. True success is unlikely when there is no definition of what that success constitutes. 

A good mission statement accurately explains why your company exists and what it hopes to achieve. It articulates the company’s nature, its values, and its work. It is clear and succinct, and incorporates socially meaningful criteria and measurable goals. To be effective it should resonate with the people working in and for the company as well as with the customers and clients of the company. Ideally it expresses the company’s purpose in a way that inspires commitment, innovation, and resolve.

MISSION = P.A.V.E

P - Purpose of the company.
What needs and opportunities exist in the market place to be addressed?
A - Activity of the company.
What will the company do to address those needs?
V - Values of the company.
What principles and beliefs will guide the activities of the business?
E - Ethical Practices
What procedures will be implemented to achieve those principles and beliefs?

A few examples of well written mission statements:

Ben & Jerry’s Ice Cream: “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.” 

The Elephant Sanctuary: “A Natural-Habitat Refuge Where Sick, Old and Needy Elephants Can Once Again Walk The Earth In Peace and Dignity.” 

Sun Microsystems: “Solve complex network computing problems for governments, enterprises, and service providers.” 
Starbucks: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. 
The following five guiding principles will help us measure the appropriateness of our decisions:
Provide a great work environment and treat each other with respect and dignity.
Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.

Quote  of the day: “Show your mission to your mother, if she does not understand it, start again.”

Comments

Post a Comment

Popular posts from this blog

"PLAN D"

In business, and in life for that matter, we often encounter problems. Sometimes simple problems lending themselves to simple, and quick, solutions. Sometimes not so simple problems, with not so simple and not so quick solutions. But solve them we must, lest they linger and fester and begin to erode our success, or our happiness, or both. Therefore we need to formulate a plan, a plan to solve the problem. Now what that plan is can vary depending on the problem it needs to solve. It may be a simple plan or a complex plan. It may be implemented quickly or over time. It may require few resources or many. It may be cheap or very costly. The one constant is that the plan needs to solve the problem. Of course, we never know if a plan is going to work until we try it out. And if it doesn’t work we may very well need a backup plan, a Plan B so to speak. And if that doesn’t work we may need a back up to the backup, a Plan C, which also may not work. IN THIS CASE, WE OFFER THE PLAN THAT ALWAYS W...
Read more

THE EASY ANSWER

There are very few, if any, businesses that don’t require selling. Stores sell products to their customers. Professionals sell services to their clients. Managers sell ideas to the workforce. Sales is an intregral part of industry and even of everyday life. Not everyone, however, is a great salesperson. Of those that are successful, some have a natural talent, some have worked hard to develop the necessary skills and some have just perservered, knowing that eventually, they will make a sale. Of course the best of the best have talent, skill, and determination. But regardless of heredity or abiity, there are tools that can help anyone be a successful seller. This is one of them. I call it “THE EASY ANSWER.” The concept is simple. If you want a positve response to your sales pitch, formulate some questions in your pitch where the answers will most likely support that pitch. For example; if you are selling mattresses, don’t ask your customer: ”Do you want to buy a mattress?” Instead ask t...
Read more

AS IF WE HAD 20/20 VISION

A company vision can be thought of as a snapshot of what the company should be by a certain point in time. Visioning is a valuable tool in realizing the company mission. It answers questions like: “When we acheive our mission, what is our company doing, how big is it and what does it look like? What are we known for and how do our customers and clients feel about us? How does management and staff feel about the company? The vison is the guiding light that prevents the company from getting lost in the woods of an ever changing marketplace. A great vision is inspiring. It can get everyone in the company excited about coming to work. But the vision has to be starategically sound and not just wishful thinking. To be realistic, it must be attainable. A vision is not a strategic plan. The vision articulates where you are going; the plan tells you how you’re going to get there. You start that planning work only after you’ve agreed on the vision. Creating a plan without a vision is like tryin...
Read more