How to write a focused mission statement
Every business needs a mission statement to declare to the world what it stands for. The trouble is many companies make their mission statements so vague, they stand for nothing. If no one disagrees with your mission statement, then it does not mean anything to anyone. Mission statements guide the overall strategy and individual tactics employed by a company. They are the literary manifestation of the company's soul.
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Instructions
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List what your company actually does. Do you sell cars or make wrought iron fences? Say so in the statement itself, so that your customers and employees are reminded what you do. If you are part of a larger industry, like the automotive industry (such as selling cars) or construction (such as fence-building), then also mention this. This gives your company room to grow in the future.
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List what your company wants to do, for example, "We sell cars to those who cannot get credit otherwise," or "We build fences so that your house feels like a home." You can be sappy, but avoid being unduly general in your terms. Saying, "We want to sell you a car," does not really motivate your employees or make customers want to come to you rather than your competitor.
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Draft your mission statement, while avoiding general feel good terms. Basically, if it sounds like the slogan for a politician, then it is an ineffective statement. You want your company to have long-lasting appeal with words that will be guarantees, not just words.
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Compare your statement to your competitors. Does your statement make you stand apart? If not, then you lack focus as you are not differentiating yourself from your industry. Do you want to sell cheap, reliable cars to low-income customers or provide a luxury experience to cater to the well-to-do car buyer? Do you want to build masterpiece fences that could go up on the walls of the Smithsonian or make fences that are affordable for any budget?
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References
- Photo Credit Company image by Yuriy Rozanov from Fotolia.com
