Why Develop A Mission Statement?

A mission statement communicates to employees, vendors, customers, and competitors what top managements overall expectations, direction and focus are. Goals, policies and procedures are developed within the confines set forth in the mission statement. The basic function of a mission statement is to convey to the public and employees the direction for the existence of the business.

The Strategic Plan begins with the mission statement. Long range objectives are formulated from this statement. Short and long term goals are then developed for each department, product, and function. Project schedules are the timetables added to the goals to perpetuate and measure the progress throughout the business.

The mission statement is a written description of the ownerships vision and direction in terms easily understood by all employees. The vision is the personal way the company plans to do business. Management and employee decisions are guided by, but do not violate the mission statement. The mission statement provides a company wide bond and a single minded direction and focus.

The mission statement should be a clear and succinct representation of the business purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the business, public image, the target market, products/services, the geographic domain and expectation of growth and profitability

The mission statement should be reviewed annually with employees, serving as a constant reminder as to the purpose of the business existence. The vision for the company rarely changes. However, since the mission statement is the foundation from which the strategic plans take root, the statement must be structurally sound.

The mission statement should be posted on large placards or in frames in conspicuous places as a reference for employees and managers. It should also be placed on all advertisements to show customers and vendors that there is a framework for decision making and performance expectations.

The Ownerships is the keeper of the vision and the designer of the mission statement. Other management may be involved in the statement formulation but the responsibility of the complete mission statement belongs to the ownership. Management is responsible for maintaining adherence and awareness of the mission statement throughout the company.

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