Mission Statements Mark Fielding-Pritchard mefielding.com1

Introduction  Vision Statement = dream  Mission Statement = purpose  Importance  Basis of strategy  Provide financial & emotional benefits mefielding.com2

Vision Statement  Contains:  Company’s dream for future  Ambition  Clarity Can, but does not have to, contain something about a social issue. mefielding.com3

Vision Statement Examples  Democratize the automobile  We will destroy Yamaha  Become the company most known for changing the worldwide poor quality image of Japanese electronics mefielding.com4

More Examples  Become the dominant player in commercial aircraft and bring the world into the jet age  To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally mefielding.com5

Creating a Vision Statement What you should do: 1. Have conversations 2. Have insight 3. Include people What is should be:  About the future  Inspiring  A definition of your business  Only one sentence mefielding.com6

Vision Statement Mistakes  De-motivating  Staff is not involved  Too long  Not unique mefielding.com7

Mission Statement  Contains  Company’s purpose  Values (optional)  Description of customers (optional) While a vision talks about the future, a mission tells us why the company exists. mefielding.com8

Mission Statement Examples  Coca Cola  To refresh the world...  To inspire moments of optimism and happiness...  To create value and make a difference.  Pizza Hut  We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, "I'll be back!" We are the employer of choice offering team members opportunities for growth, advancement, and rewarding careers in a fun, safe working environment. mefielding.com9

More Examples  McDonald’s  To provide the fast food customer food prepared in the same high-quality manner world-wide that is tasty, reasonably- priced & delivered consistently in a low-key décor and friendly atmosphere.  Marriott Hotels  To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well- maintained, and attractive, staffed by friendly, attentive and efficient people. mefielding.com10

Creating a Mission Statement  Ask:  Who is your target customer?  What product/service do you provide?  What makes your product/service unique?  Make it exciting  Think about your customers  Include what is important to you  Don’t make it long  Review mefielding.com11

Mission Statement Mistakes  Too long  Boring  Too general  Not clear  Unbelievable mefielding.com12

Mission Statement Misuse  Poorly written missions  Not achieving mission’s goals  Not understanding the mission  Approving bad statements  Mission does not influence  Staff not involved  Writing for the wrong reasons mefielding.com13

Using Mission Statements  Avoid the noted mistakes and misuses  Involve various stakeholders  Match organizational structure to the mission  Write a satisfying mission mefielding.com14