The mission statement is a necessity
In the third phase of the strategic advisory process – after the analysis and the strategy – it’s about the determination of the “raison d’être” and about answering the question why the company exists.
A mission statement provides clarification and focus. It facilitates the identification of a performance, serves the company as an orientation and is the basis for quality, goal attainment and the image in the long term.
Focused on the target group
The mission statement differs from the vision as it doesn’t describe a state but a purpose or task. That’s the reason for the difference with stakeholders: since the vision serves mostly for gathering employees behind a common goal, the mission statement focuses primarily on clients and other stakeholders. Important is that the mission statement focuses on the company’s target group and explains which products or which kind of products are being offered.
Creativity as a basis
The development of a mission statement follows a profound analysis of strengths, the environment and the consciousness of the company’s values. This step is the creative part of the communication process.
«Creativity is about you. If you live creatively, you design your life instead of just surviving it. The practice of creativity enables you to live your life in your own way. Creativity translates ideas into action.» (Ten Years of Peter Glen, 1994)
This quote from Peter Glen sums up the significance of creativity. To promote creativity for the mission statement’s definition – therefore to name the company’s purpose – several brainstorming sessions are being held with the management, employees, often with the board of directors and stakeholders from the outside like customers, journalists and lobbyists.
Get to the heart of significance
With the mission statement, it’s not about the length, but it’s effect. A mission statement is a company’s promise and it gives describing or emotional information. It is in short phrases which support the recognition and publicity of the company and its products.
Furthermore, it clarifies the desired position on the market with customers and other stakeholders. The mission statement communicates the significance of a company’s or organization’s existence. The positive side effect: it strengthens the connection among employees and teams and therefore positively shapes the corporate culture.
A profoundly developed mission statement’s effect will last for years and creates a unique identification.
International examples, which stick out:
- MSF:«Médecins sans frontières»
- BMW:«Pleasure of driving»
- Ikea:«Make a house a home?»
- TED:«Ideas worth spreading»
- Google:«Google’s mission is to organize the world’s information and make it universally accessible and useful.»
The full article can be found here.