1. Developing a Mission The Leadership Excellence Series
312

2. A Few Examples Nike’s Mission Statement
To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete. 1

3. A Few Examples Microsoft’s Mission Statement
At Microsoft, our mission and values are to help people and businesses throughout the world realize their full potential. 2

4. A Few Examples The Toastmasters Club Mission
The mission of a Toastmasters club is to provide a mutually supportive and positive learning environment in which every individual member has the opportunity to develop communication and leadership skills, which in turn foster self-confidence and personal growth. 3

5. Mission vs. Vision
A mission explains how the organization will achieve the vision.
A vision is a mental picture of what the organization aspires to be. 4

6. Characteristics of a Mission Statement
What it is:
A foundation
It explains:
      • The purpose of your organization.
      • How it daily serves its clients. 5

7. Characteristics of a Mission Statement
What it is:
It describes:
      • Primary products and services.
      • A distinctive competitive advantage.
      • An overall strategy for long-term success.
Reflects the expected level of excellence. 6

8. Characteristics of a Mission Statement
What it is not:
Not detailed.
Not narrow in its scope. 7

9. Characteristics of a Mission Statement
What it does:
It may determine:
      • The competitive environment.
      • How resources will be allocated.
      • How many team members are needed. 8

10. Creating Your Mission Statement
Conduct a brainstorming meeting to involve others.
Write down your organization’s:
      • Values
      • Beliefs
      • Goals 9

11. Creating Your Mission Statement
Prioritize each value, belief and goal.
Write a draft of your mission statement. 10

12. Creating Your Mission Statement
Ask after each draft:
     
Does this mission clearly depict what the organization values and believes?
Does this mission portray the goals of the organization?
Does this mission cause those involved with the organization to positively act? 11

13. Communicating the Mission
Put it in writing.
Talk about the mission all the time.
Explain the benefits.
Be enthusiastic about the mission.
Describe how specific activities achieve the mission. 12

14. Conclusion
“Reduce your plan to writing. The moment you complete this you will have definitely given concrete form to the intangible desire.”
– Napoleon Hill 13