Take This Into Consideration Before You Write Your Mission Statement

What principles should a company keep in mind when developing a mission statement? Appropriate criteria must be chosen for defining the business. There are several alternatives for defining one's services: by the products one produces, by unique resources that the company possesses, by a particular strength that the company has, by unique financial measures, or by needs that are met. Anyone who has to draft a mission statement should pretend that he or she is an advertising copywriter. "Tell the world in 25 words or less who you are and what you want to become." The statement should be concise and to the point.

Management must identify the opportunities and threats confronting the company, the critical success factors in the marketplace, and the company's internal strengths and weaknesses. Then it will have to look both forward and backward. "What have we been doing?" and "What do we want to change?" In the end, though, it is the forward look which should determine the content of the mission statement, to set the future direction: "What do we want the corporation to become?"

Recalling the dilemma of finding a marketing niche while avoiding marketing myopia, a company must strike a sound balance between too wide and too narrow a definition of the business. Too wide a definition can leave the organization with no real direction for strategic planning, while too narrow a statement can blind management to, or cause it to ignore, environmental changes, opportunities, and threats.

Ultimately, employees are the main audience for a company's mission statement. The statement not only furthers a common understanding of the organization's purpose among them but also nurtures allegiance and commitment. All three are essential if employees are to work together effectively to promote the organization's ends. After having been developed, a mission statement should rarely need to be altered, and then only as a result of a significant change: perhaps a sharp decline in the company's markets, the crystallization of a new opportunity, or the accession of a new management.

Copyright AE Schwartz & Associates All rights reserved. For additional presentation materials and resources: ReadySetPresent and for a Free listing as a Trainer, Consultant, Speaker, Vendor/Organization: TrainingConsortium

CEO, A.E. Schwartz & Associates, Boston, MA., a comprehensive organization which offers over 40 skills based management training programs. Mr. Schwartz conducts over 150 programs annually for clients in industry, research, technology, government, Fortune 100/500 companies, and nonprofit organizations worldwide. He is often found at conferences as a key note presenter and/or facilitator. His style is fast-paced, participatory, practical, and humorous. He has authored over 65 books and products, and taught/lectured at over a dozen colleges and universities throughout the United States.

AP - Vice President Joe Biden says he's convinced America is better positioned than other nations to continue to lead the world's economy — whether or not his boss is still in charge.

Reuters - The number of Americans signing up for unemployment benefits unexpectedly fell last week, the latest sign of recovery in the labor market.

AP - The White House is lauding a rosier election-year economic forecast, predicting the economy could add two million jobs this year. But the upbeat projection is based partly on the shaky premise that Congress will sign off on President Barack Obama's jobs agenda.

AP - Wholesale businesses increased their stockpiles sharply in December although the gains are expected to slow in coming months, a development that could curb overall economic growth.

AP - The number of people seeking unemployment aid neared a four-year low last week, a positive sign that strong hiring could continue in the coming months.

AP - The price of natural gas jumped Thursday after a major producer said it is aggressively cutting production.