Writing
an Effective Mission Statement
A mission statement describes the
primary mission or purpose of your company. As such, it should
reflect the value that your business will add to the economy.
It need not be wordy, but it must be powerful. It will serve
as the primary catalyst for the development of your young
enterprise.
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Your mission statement should embody
the values of your organization and provide a clear vision
for its future. It must be carefully crafted so that it expresses
your mission in a bold and concise manner.
By keeping your mission statement
relatively short and simple, you will ensure that it will
be widely read and understood by the various stakeholders
in your business. Employees, investors, and customers will
all have an interest in knowing and understanding the mission
of your company.
Many companies prominently display
their mission statement on wall plaques. Others distribute
paperweights, leaflets, and brochures bearing their mission
statement to customers and employees.
An effective mission statement should
clearly describe your specific business and the value it will
add to the economy.
The following examples will help
get your mind focused on your present mission: to create your
own mission statement.
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"We will be the best producer
of widgets in the industry. We will exceed our customers'
requirements. We will produce the most reliable and innovative
products on the market."
"We will provide the most
dependable service in the industry. We will continually search
for opportunities to perform our services faster, cheaper
and better."
"We will provide our customers
with the best value available in the marketplace. We will
deliver the highest quality products at the best possible
price."
"We will maximize value for
our shareholders by producing and delivering products and
services which consistently exceed customer expectations."
Notice that these mission statements
do not explicitly focus on the creation of personal wealth
for you as the owner of the business. Financial rewards will
come in direct proportion to the value created by your business.
The intent of the mission statement is to focus your organization
on creating value for its customers. A business enterprise
is not legitimized until value is created and conveyed. An
effective mission statement should inspire and challenge your
staff to this end.
Developing
a Business Plan
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