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 Vol.132, Iss. 2; pg. 37, 3 pgs Maureen Jenkins. Black Enterprise. New York: Oct Vol.36, Iss. 3; pg. 71, 1 pgs