1. Do You Need a Mission? Darrell Zarhorsky Mike Lee Ying Jin Berkeley Batter Mike Lee Ying Jin Berkeley Batter

2. Definition of Mission Statement  What the text book says: A basic description of the fundamental nature, rationale, and direction of the firm.  What article “Mission Statement” says: A mission statement answers the question, “Why do we exist?”  What the text book says: A basic description of the fundamental nature, rationale, and direction of the firm.  What article “Mission Statement” says: A mission statement answers the question, “Why do we exist?”

3. Meaningless MissionsMissions Meaningless MissionsMissions  _____’s mission is to meet and exceed the expectations of our customers, employees, and shareholders.  The mission of ______ is to deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships.  Elton.  _____’s mission is to meet and exceed the expectations of our customers, employees, and shareholders.  The mission of ______ is to deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships.  Elton.

4. Kawasaki’s Mantra  Def: A sacred verbal formula repeated in prayer, meditation, or a syllable or portion of scripture containing mystical potentialities.  Why.  Examples of missions vs. mantra.  Def: A sacred verbal formula repeated in prayer, meditation, or a syllable or portion of scripture containing mystical potentialities.  Why.  Examples of missions vs. mantra. Source: The Art of the Start

5. Keys to Mission  Pass the Mother Test.  Self Igniting.  Value Alignment.  Pass the Mother Test.  Self Igniting.  Value Alignment.

6. Successful Missions  Ben & Jerry’s: 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  Starbucks: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.  Ben & Jerry’s: 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  Starbucks: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.

7. What Experts Say