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NAME: SABA SHAFI MUHIMTULE.
STD: MCOM PART (I).
SUBMITTED TO: PROF. HARDEEP KAUR.
MISSION STATEMENT OF THE COMPANY
A mission statement defines what an organization is, why it exists, its
reason for being. At a minimum, your mission statement should define who your
primary customers are, identify the products and services you produce, and describe
the geographical location in which you operate.
If you don't have a mission statement, create one by writing down in one sentence
what the purpose of your business is. Ask two or three of the key people in your
company to do the same thing. Then discuss the statements and come up with one
sentence everyone agrees with. Once you have finalized your mission statement,
communicate it to everyone in the company.
It's more important to communicate the mission statement to employees than to
customers. Your mission statement doesn't have to be clever or catchy--just accurate.
If you already have a mission statement, you will need to periodically review and
possibly revise it to make sure it accurately reflects your goals as your company and
the business and economic climates evolve. To do this, simply ask yourself if the
statement still correctly describes what you're doing.
If your review results in a revision of the statement be sure everyone in the company
is aware of the change. Make a big deal out of it. After all, a change in your mission
probably means your company is growing-and that's a big deal.
Once you have designed a niche for your business, you're ready to create a mission
statement. A key tool that can be as important as your business plan, a mission
statement captures, in a few succinct sentences, the essence of your business's goals
and the philosophies underlying them. Equally important, the mission statement
signals what your business is all about to your customers, employees, suppliers and
The mission statement reflects every facet of your business: the range and nature of
the products you offer, pricing, quality, service, marketplace position, growth
potential, use of technology, and your relationships with your customers, employees,
suppliers, competitors and the community.
A mission statement is a brief summary of an organizations goals and objectives. These
organizations may include a corporate organization, a club, a hospital department, a
university, a school or any other business that offers some sort of service to the
community or public in general. Most professional companies will have a mission
statement posted on their notice boards to indicate commitment and dedication
regarding the services they hope to offer. It is also a reflection of the quality and scope
of the organizations general portfolio. It also reflects professionalism and a sense of
order. Companies with a mission statement have some idea of where they are going
and where they want to be in the future.
HOW TO PREPARE A MISSION STATEMENT:
There are 7 steps for preparing a mission statement, they are as follows:
1. Define the aim of your organization or company. The aim refers to what kind of service
you wish to offer. This should be brief and to the point. A reader should be able to grasp the
general functioning of your organization by reading the AIM. This will serve as the
introduction to your mission statement.
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2. Define the objectives of the organization. This simply refers to how your organization plans on
achieving these aims. For AIMS, see above. You can define objectives by stating very briefly, the
criteria, the percentage of quality, times of service etc, by which your organization operates.
3. Mention the standards for optimal operation. If your company makes children's toys, specify
clearly the safety standards required before the production is put into place. This should also be brief
and to the point.
4. Do not write lengthy drawn out policies. Policies are different from a mission statement. A
policy is a different protocol that specifies how, when and why something has to be done.
5. Type a mission statement in large and easily recognizable BOLD ALPHABETS. This should
be clearly VISIBLE without having to use microscopic lenses to read them.
6. Draw an attractive border around the page containing the mission statement. This can be
done in color to make the document appear attractive. However, maintain a professional appeal
when creating this document. Too much color or artistic creativity will lose the professional look.
7. Minimize your information to preferably ONE PAGE. Remember this should not be a long
drawn out lengthy document. It should be a brief overview of the entire organization. It is also
acceptable for departments within an organization to have their own mission statements. This will
depend on the size and different services being offered by the company.
HOW TO WRITE A MISSION STATEMENT:
Learn how to Write a Mission Statement! Mission
Statements are hard to write! A Mission Statement should be short, concise,
clear, vivid and inspiring. The most effective way to write a Mission Statement
is to avoid jargon, complicated words or concepts - remember you are writing
this for the public, not just employees of the company. A company Mission
Statement should be included in documents such as Business Plans and Staff
Handbooks. A Mission Statement can be described as a cross between a
company slogan, or tagline, and an executive summary! Learn how to write a
Mission Statement which is both memorable and engaging. Write a
combination of both a company's mission and a company’s vision of the
future. As we said at the beginning it is difficult to write a Mission Statement -
but our helpful hints and tips will help!
1. Brainstorm: Ask every member of the organization to answer the following questions, listing any
words, phrases or ideas that come to mind without criticizing or commenting at this level:
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o What are the opportunities or needs that we exist to address? - This defines the purpose of the
o What are we doing to address those needs? - This defines the business activity.
o What principles or beliefs guide our work? - This defines the core values to guide decisions.
2. Consolidate. Look for patterns in their answers.
Don't edit, just study and observe. You want to
pick out phrases and words that speak to many
different people in the organization, and figure out
when people are saying the same thing in
different ways (e.g. “finding creative”, "being
innovative”, “thinking outside the box” are all
similar ways to say the same thing) and begin to
think about ultimately choosing one such
3. Set aside several hours or a full day to work
on the statement. Get the people together who'll
be working on it with you, and make sure that they
can commit to the purpose of the meeting. Bring
refreshments, notes from the previous steps,
paper and pencils. You might need to explain to
them what a mission statement is, and why it's
important. You may also need to remind them that
a mission statement is built through collaboration
and consensus, and it hinges on everyone being
as happy with it as possible, not just gaining the
4. Pull it together. One way to approach a mission
statement is by filling in the blanks: The mission of
(Organization Name) is to (verb) the (population
served) of (location) through (core services).
o Remember that a mission statement should be timeless; it should be just as applicable 5 years from
now as it is today.
o Write up several possible statements and then combine them by using elements out of them to allow
different people and groups to feel involved.
o The mission statement includes an introductory clause and clear expressions of the services,
different products or aspects of the company or organization.
o Mission statements often seem impossible to achieve. Create something that is possible, but not too
easy or too idealist.
o Avoid a generic mission statement that any business could have, such as, "To put the customer first
and provide an excellent service". Which company doesn't intend to put the customer first and
provide an excellent service?
5. Polish it up. You'll probably go through several
drafts, but eventually, what you want is a
statement that's short and engaging enough that
anyone connected to the organization feels
comfortable repeating it. Consider the following
o Dell: "Dell's mission is to be the most successful computer company in the world at delivering the
best customer experience in markets we serve."
o March of Dimes: "Our mission is to improve the health of babies by preventing birth defects,
premature birth, and infant mortality. We carry out this mission through research, community
services, education and advocacy to save babies' lives. March of Dimes researchers, volunteers,
educators, outreach workers and advocates work together to give all babies a fighting chance
against the threats to their health: prematurity, birth defects, low birth weight."
o Canon Photocopiers around 2000 had the direct but effective internal mission statement of "Kill
Xerox" which summed up in two words the whole reason why they (Canon photocopiers) were in
6. Spread the word. Distribute copies of the mission
statement. Put it in clear view of both customers
and employees. Add it to your website and
brochures. Whenever you have a meeting to
review how the organization is doing, use your
mission statement as one measuring stick. Ask
yourself: How well are we living up to our
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Six Rules for Writing and Implementing Your Own Mission
Writing your own mission statement can be a tough job, but
ultimately you'll get more out of the assignment than just your mission
statement. You’ll end up with is a clear, concise definition of what your company
does, how it does it, why it does it and where it's going in the future. This exercise
in itself can help focus your company on the crucial issues that perhaps you didn't
realize or were unwilling to face squarely and honestly.
Each company composes its mission statement in its
own way, and Say It and Live It will give you tips on how to write a mission
statement designed for your company. The book is filled with examples on how
other companies have done it and their wisdom and trials can help you to write
yours. Read what they've done, and use their techniques when they seem right for
you. Be creative; devise and invent methods that suit your company's culture.
Although corporations have used the term 'mission
statement' to include all kinds of philosophical statements including missions,
values, visions, principles, credos, bonds and so on, let's break that apart for the
moment. For most companies, the actual 'mission statement' is short and
describes what they do and what business they're in. After that, they have the
enabling or supporting material like values, principles or philosophies which help
them accomplish their mission statement's goals.
Rule #1: Keep the statement simple. Not necessarily short, but
Who should write it?
Some companies like Ben & Jerry's had one person write it. Twentieth Century
Investors used a team approach. While other companies like Boeing and Saturn
used outside consultants for some parts.
Different yet, IBM used a top-down approach - what the CEO wrote becomes
dogma. While other CEOs - like Bob Allen of AT&T - wrote The Common Bond,
sent it out for review by employees, then altered it based on their comments.
There is no consensus, but the best approach seems to be that the top manager or
managers write the mission statement then send it out for review and comment
by the senior managers and employees. Why? This way, everyone feels they have
a hand in producing the document. This involvement helps get people on board.
It gets them excited about the document's beliefs and principles. They have a
stake in its fulfillment.
And that's Rule #2: Allow company-wide input.
Sometimes people inside a company are too close to the action to look objectively
at the big picture. On the other hand, who knows more about the company than
those inside who live it every day? A powerful strategy is to write the mission
statement in-house with the help of an outsider. Outsiders bring a fresh look at
stale problems and they can help steer around political swamps.
Rule # 3: Outsiders can bring clarity and a fresh perspective to
your statement-writing process.
What should the mission statement sound like, very proper or colloquial?
Northwestern Mutual Life still uses the exact wording of its original statement
written in 1888. Even though some of the phrases are not colloquial anymore, it
gives the company the old-fashioned flavor that it relishes and is its strength. The
new, fast moving General Electric uses only three words and one of them is made
up - 'boundary less' - to show innovation and a break from the old way of doing
Hanna Anderson fancies itself a homey, friendly company and its choice of words
reflects warmth and tenderness. The same can be said for Celestial Seasonings.
Rule #4: The wording and tone should reflect the company's
personality or what the company would like to be.
After you've written your statement, you're not done. The hardest part lies ahead: Dissemination
and adoption. How do you get the statement out to workers, and how do you get them to live it?
Getting the word out and in front of workers all the time, making it part of the culture, is
a challenge. It's also the part where companies have shown the greatest creativity.
Perhaps the most amusing tack comes from Southwest Airlines. They put their mission statement
in boxes of Crackerjacks and gave them out to employees. When IBM introduced their Principles,
they not only used their company publications but let managers know that the corporate office
would foot the bill for copies to be produced and disseminated to hang in offices around the
world. Merck uses a novel approach for dissemination of their Declaration of Intent. It's an actual
declaration, signed by all 450 senior managers, framed and hung in all areas.
Wallet-sized cards seem to be a good choice for many companies including Goodyear, Kellogg's,
Ritz-Carlton, Binney & Smith and Motorola. Many use two versions; one to carry and one to have
in your desk or hanging on the wall. Motorola employees use the card for impromptu challenges
Video presentations about the mission statement work well, too, especially when the CEO can't
reach everyone personally. Delta uses a video presentation as does Gillette. For companies with
many branches it’s the only way the CEO can 'visit' them all.
Honda of America teaches courses in the mission statement. United Parcel pays hourly workers to
attend sessions on their own time about their mission statement.
Rule #5: Share the mission statement in as many creative
ways as possible and in as many languages as necessary. Keep
it in front of people constantly.
Of course, all of these tips are hollow unless the mission statement is really used. At many
companies such as Intel and Boeing, all employees, including managers, are judged by how well
they follow their mission statements. In many ways this is imminently fair. Everyone knows
exactly what is expected of them.
The mission statement must continue to be relevant. At Gannett, upper management looks at the
Game Plan every year to see if it needs updating in a business those changes rapidly. Arthur D.
Little also continually checks its mission statement to make sure it still makes sense for them.
Many companies have short and long term goals in their mission statements. This forces them to
visit the statement constantly to see how they're measuring up. Boston Beer, for example, has
picked 2006 as its date for Samuel Adams to be ... the largest and most respected craft or
imported beer in the United States... Other companies call for themselves to be the leader in an
industry and this pledge also invites constant scrutiny of the mission statement.
Last, Rule #6: Rely on the mission statement for guidance.
Challenge it continuously, and judge employees by how well
they adhere to its tenets. Management must say it and live it.
Reading the mission statements and commentaries in Say It and Live It along with the tips
presented here will help you to write your own mission statement and following your statement
will help your company succeed.
Mission Statement Examples
The best example of a mission statement will define a company and its purpose in 30
seconds or less. Sometimes it helps to look at samples of other company‟s mission
statements to get a better idea of how to write your own mission statement. Gathered
below are several mission statement examples from different businesses.
Coffee shop mission statement example
The Daily Perc Mission is three-fold, with each being as integral to our success as the
Product Mission – Provide customers the finest quality beverage in the most
Community Mission – Provide community support through customer involvement.
Economic Mission – Operate and grow at a profitable rate through sound economic
Clothing store mission statement example
Mahogany Western Wear‟s mission is to offer quality, name brand western wear in an
assortment of sizes and styles to accommodate all varying body styles and shapes.
Convenience store mission statement example
The mission of Ellensburg‟s Food and Gas is to offer commuters on Highway 310
competitive gas prices and great food. The company will make a healthy profit for its
owners and provide a rewarding work environment for its employees.
Day spa mission statement example
Our mission is to run a profitable business by providing high-end therapeutic massage
and aesthetician services in a caring, upscale, professional environment. We offer
massage in a variety of styles – traditional Swedish massage, Sports Massage, Deep
Tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others. Our
licensed aestheticians offer the latest in skin treatments, body treatments and anti-aging
Our goal is to tailor the client‟s experience based on initial interview information, as well
as feedback during the treatments, to ensure the client‟s comfort and satisfaction, and
to increase repeat business. We are mindful of the overall experience – using only the
finest oils and lotions, beauty treatments and aromatherapies. Special lighting, music,
decor, and textiles are used throughout the spa to complete the comfortable, plush
environment and enhance the client‟s overall spa experience.
Nonprofit mission statement example
The mission of Helping Hands is to alleviate hunger in Johnson County by soliciting,
collecting, growing, and packaging food for distribution through a network of agencies
and programs, as well as provide opportunities for self sufficiency. Our services include
food box programs, emergency shelters, congregate meal sites, residential treatment
services, and children‟s programs.
Insurance company mission statement example
Acme Insurance Inc. is dedicated to providing insurance products that provide quality
protection with value pricing. We wish to establish a successful partnership with our
clients, our staff members, and our insurance companies, that respect the interests and
goals of each party.
Top 10 Company Mission Statements in 2012
Companies often list their vision and their mission statements on their sites. The
difference between a mission statement and a vision statement is that a mission
statement focuses on a company‟s present state while a vision statement focuses on a
company‟s future. However, some companies tend to blend these statements. The
following are some of the top technology-based company mission statements:
Amazon: Amazon‟s vision is to be earth‟s most customer centric company; to build a
place where people can come to find and discover anything they might want to buy
online. (They list this as their mission as a combination mission/vision on their site).
Apple: Apple is committed to bringing the best personal computing experience to
students, educators, creative professionals and consumers around the world through its
innovative hardware, software and Internet offerings.
Dell: Dell‟s mission is to be the most successful computer company in the world at
delivering the best customer experience in markets we serve.
Face book: Face book‟s mission is to give people the power to share and make the
world more open and connected.
Google: Google‟s mission is to organize the world„s information and make it universally
accessible and useful.
Microsoft: Microsoft‟s mission is to enable people and businesses throughout the
world to realize their full potential.
Skype: Skype‟s mission is to be the fabric of real-time communication on the web.
Twitter: Twitter lists its mission as “a work in progress” as it has yet to be fully
Yahoo!: Yahoo!‟s mission is to be the most essential global Internet service for
consumers and businesses
YouTube: YouTube‟s mission is to provide fast and easy video access and the ability
to share videos frequently
Corporate Mission Statements:
A Strategic Management Issue
The Mission Statement is a crucial element in the strategic planning of a business
organization. Creating a mission is one of the first actions an organization should take.
This can be a building block for an overall strategy and development of more specific
functional strategies. By defining a mission an organization is making a statement of
organizational purpose. I will define mission statements, specify their importance,
discuss important factors of mission statements, and give a process to follow in their
Defining a mission statement is the first step in this
discussion. There are several ways that mission statements are defined. Some people
get a vision statement confused with a mission statement. "A vision statement pushes
the association toward some future goal or achievement, while a mission statement
guides current, critical, strategic decision making," (Drohan, 1999). I
n The Mission Statement Book by Jeffrey Abrahams, TRINOVA Corporation defines a
mission statement in the following way, "A mission statement is an enduring statement
of purpose for an organization that identifies the scope of its operations in product and
market terms, and reflects its values and priorities," (Abrahams, 1995).
Christopher Bart a leading researcher in the art of mission statements says,
"A good mission statement captures an organizations unique and enduring
reason for being, and energizes stakeholders to pursue common goals. It
also enables a focused allocation of organizational resources because it
compels a firm to address some tough questions: What is our business?
Why do we exist? What are we trying to accomplish?" (Bart, 1998).
Stone gives another definition extracted from Say and Live it: the 50
Corporate Mission Statements That Hit the Mark. "Corporate mission
statements...are the operational, ethical, and financial guiding lights of
companies. They are not simply mottoes or slogans; they articulate the
goals, dreams, behavior, culture, and strategies of companies," (Stone,
1996). Basically, a mission statement is designed to say exactly what the
organization anticipates it will achieve
What Should Be in a Mission Statement?
The following concepts are critical in defining "who" your organization is:
The Purpose Statement
The purpose statement clearly states what your organization seeks to accomplish: Why
does your organization exist? What is the ultimate result of your work?
Purpose statements usually include two phrases:
an infinitive that indicates a change in status, such as to increase, to decrease, to prevent, to
An identification of the problem or condition to be changed.
An example of a purpose statement is "to eliminate homelessness." In defining purpose,
it is essential to focus on outcomes and results rather than methods: How is the world
going to be different? What is going to change? Thus, the purpose of a mental health
counseling agency would never be simply "to provide counseling services," for that is
describing a method rather than a result. Rather, the purpose might be "to improve the
quality of life" for its clients.
The Business Statement
This statement outlines the "business(es)" (i.e., activities or programs) your organization
chooses in order to pursue its purpose. Specifically, you must answer, "What activity are
we going to do to accomplish our purpose?" For example, there are many ways to work
on the problem of homelessness:
to construct housing for homeless individuals
to educate the public and advocate for public policy changes
To provide job training to homeless individuals.
Each of these are different businesses, but they may be different means of achieving
the same purpose.
Business statements often include the verb "to provide" or link a purpose statement with
the words "by" or "through." For example: "To eliminate homelessness by providing job
training to homeless individuals."
A cautionary note: If the word "and" is in your purpose or business statement, ask
yourselves, "Are we really committed to both ideas connected by the word?" or "Have
we simply not been able to accept that one idea is more important?"
Values are beliefs which your organization's members hold in common and endeavor to
put into practice. The values guide your organization's members in performing their
work. Specifically, you should ask, "What are the basic beliefs that we share as an
Examples of values include: a commitment to excellent services, innovation, diversity,
creativity, honesty, integrity, and so on. Values may include beliefs such as: "Eating
vegetables is more economically efficient and ecologically responsible than eating
beef." (Vegetarian Association)
Marvin Weisberg writes in his book Productive Workplaces that values come alive only
when people are involved in doing important tasks. Ideally, an individual's personal
values will align with the spoken and unspoken values of the organization. By
developing a written statement of the values of the organization, group members have a
chance to contribute to the articulation of these values, as well as to evaluate how well
their personal values and motivation match those of the organization.
The example of a mission statement cited at the beginning of these notes includes all
three elements of what should be included in a mission statement. To review:
At the Developmental Studies Center we develop, evaluate, and disseminate programs [business]
that foster children's ethical, social, and intellectual development [purpose]. While nurturing
children's capacity to think skillfully and critically, we also strive to deepen children's
commitment to prosocial values such as kindness, helpfulness, personal responsibility, and
respect for others - qualities we believe are essential to leading humane and productive lives in a
democratic society [values].
Here is another example of a mission statement which includes all three elements:
The YMCA of San Francisco, based in Judeo-Christian heritage [values], seeks to enhance the
lives of all people [purpose] through programs designed to develop spirit, mind and body
In addition to the three elements discussed above, you may want to address the
following questions in developing your organization's mission statement:
What is the problem or need your organization is trying to address?
What makes your organization unique?
Who are the beneficiaries of your work?
Clearly, the answers to these questions could be included in the mission statement or
added as elaboration of the mission statement.
Sample Mission Statements
These free sample mission statements will help you understand what
makes a good mission statement and what doesn't.
The purpose of a mission statement is to describe what your
values are, what you do, and who you serve. A mission statement is not a slogan. You
can come up with a slogan; you can even derive a slogan from a good mission
statement. But remember that the mission statement‟s principle function is not to sound
catchy, but to let people in and out of the organization know what its purpose is and to
Be clear and specific in your wording. For instance, you can include your geographic
reach and services provided. "To end homelessness" might perfectly describe your
organization‟s mission… if it‟s global in scope and uses a plethora of venues to achieve
its goal. But chances are something more specific and realistic like "To combat
homeless in Hometown County through job-training, affordable housing, and
advocacy." would work better.
You don‟t want your organization‟s mission statement to be too narrow, however. "To
decrease homelessness by 25% in Hometown County through affordable housing at
the 12th Street Apartments" might be a great goal for a specific project, but as a mission
statement is very limiting in terms of future partnerships or growth.
The following mission statement from a local United Way is both clear and flexible: "To
inspire the people of York County to make a difference in the lives of their neighbors
through financial generosity and volunteer commitment." Dissected, you find that the
mission statement conveys:
Values: making a difference in the local community
Geographic reach: York County
Purpose: Leveraging donations and volunteers
A mission statement often is a full sentence: "The
mission of the American Institute of Philanthropy (AIP), a nonprofit charity watchdog and
information service, is to maximize the effectiveness of every dollar contributed to
charity by providing donors with the information they need to make more informed
giving decisions." This statement is effective because it gives someone without prior
knowledge of the organization a good understanding of what the AIP does and why.
A vision statement is sometimes called a picture of
your company in the future but it’s so much more than that. Your vision
statement is your inspiration, the framework for all your strategic planning.
A vision statement may apply to an entire company or
to a single division of that company. Whether for all or part of an
organization, the vision statement answers the question, "Where do we want
Mission Statements and Vision Statements
Vision Statements and Mission Statements are the
inspiring words chosen by successful leaders to clearly and concisely convey the
direction of the organization. By crafting a clear mission statement and vision statement,
you can powerfully communicate your intentions and motivate your team or organization
to realize an attractive and inspiring common vision of the future.
"Mission Statements" and "Vision Statements" do two distinctly different jobs.
A Mission Statement defines the organization's purpose and primary
objectives. Its prime function is internal – to define the key measure or measures of the
organization's success – and its prime audience is the leadership team and
Vision Statements also define the organizations purpose, but this
time they do so in terms of the organization's values rather than bottom line measures
(values are guiding beliefs about how things should be done.) The vision statement
communicates both the purpose and values of the organization. For employees, it gives
direction about how they are expected to behave and inspires them to give their best.
Shared with customers, it shapes customers' understanding of why they should work
with the organization.
Mission Statements and Vision Statements usually refer to an organization
or an organizational unit. Team Charters can have a similar role when briefing teams.
First we look at creating mission statements. Then we create vision
Mission Statement Creation
1. To create your mission statement, first identify your organization's "winning idea".
2. This is the idea or approach that will make your organization stand out from its
competitors, and is the reason that customers will come to you and not your competitors
(see tip below).
3. Next identify the key measures of your success. Make sure you choose the most
important measures (and not too many of them!)
4. Combine your winning idea and success measures into a tangible and measurable goal.
5. Refine the words until you have a concise and precise statement of your mission, which
expresses your ideas, measures and desired result.
OK, so we're a bit glib here talking about the "winning idea" – this is a prime
subject of the discipline of business strategy, and it can take a lot of effort to find, shape and test.
See our articles on USP Analysis, SWOT Analysis and Core for starting points, and make sure
you do the homework needed!
Take the example of a produce store whose winning idea is "farm
freshness". The owner identifies two keys measures of her success: freshness and
customer satisfaction. She creates her mission statement – which is the action goal that
combines the winning idea and measures of success.
The mission statement of Farm Fresh Produce is:
"To become the number one produce store in Main Street by selling the highest quality, freshest
farm produce, from farm to customer in under 24 hours on 75% of our range and with 98%
Vision Statement Creation
Once you've created your mission statement, move on to
create your vision statement:
1. First identify your organization's mission. Then uncover the real, human value in that
2. Next, identify what you, your customers and other stakeholders will value most about
how your organization will achieve this mission. Distil these into the values that your
organization has or should have.
3. Combine your mission and values, and polish the words until you have a vision statement
inspiring enough to energize and motivate people inside and outside your organization.
Using the example mission statement developed for Farm Fresh Produce, the owner
examines what she, her customers and her employee’s value about her mission.
Mission Statement vs. Vision Statement
Companies summarize their goals and objectives in Mission and Vision statements. Both these things
serve different purposes for the company but are often confused with each other. While a mission
statement describes what the company wants now, the vision statement describes what the company
wants to be in the future.
Mission Statement Vision Statement
About: A Mission statement talks A Vision statement outlines
about HOW you will get to where you want to be.
where you want to be. Defines Communicates both the
the purpose and primary purpose and values of your
Answer: It answers the question, “What It answers the question, “Why
do we do?” are we here?”
Time: A mission statement talks A vision statement talks about
about the present leading to its your future.
Mission Statement Vision Statement
Function: It lists the broad goals for It lists where you see yourself
which the organization is some years from now. It
formed. Its prime function is inspires you to give your best.
internal; to define the key It shapes your understanding of
measure or measures of the why are you working here
organization's success and its
prime audience is the
leadership team and
Change: Your mission statement may Your vision should remain
change, but it should still tie intact, even if the market
back to your core values and changes dramatically, because
vision. it speaks to what you represent,
not just what you do.
A mission statement is spelled out to narrate what the organization is about. It talks
about what the company is right now. It lists the broad goals for which the company is formed. It
discusses in details what the company does, what the structure is and what its plans are. A vision
statement talks about what the company wants to be. It describes what the "vision" of the company is for
its future. It lists where the company sees itself some years from now.
Features of an effective vision statement include:
Clarity and lack of ambiguity
Paint a vivid and clear picture, not ambiguous
Describing a bright future (hope)
Memorable and engaging expression
Realistic aspirations, achievable
Alignment with organizational values and culture
Time bound if it talks of achieving any goal or objective
Features of an effective mission statement are:
Purpose and values of the organization
Which business the organization wants to be in (products or services, market) or who are the organization's
primary "clients" (stakeholders)
Which are the responsibilities of the organization towards these "clients"
What are the main objectives which support the company in accomplishing its mission
Which comes first?
For a new start up business, new program or plan to re-engineer your current
services, the vision statement will be formulated first as it will guide the mission statement and the rest of
the strategic plan.
For an established business where the mission is established, often the mission guides
the vision statement and the rest of the strategic plan for the future.
Developing Effective Mission and
When used properly, mission and vision statements can be very
powerful tools, especially for new and small firms.
"It is awfully important to know what is and what is not your business." —
In one of my first jobs out of college, the Fortune 500 Company
that hired me had its mission posted in every cubicle: "To continuously exceed our
customers' increasing expectations." I remember looking at it the first day. It sounded
ambitious, but raised a lot more questions for me than it answered. Who are our
customers? What expectations do they have? How can I contribute to fulfilling this
mission? And how long did it take a group of our highly paid executives to choose that
particular mission statement over "To be the number one company in our industry" or
"To be recognized as a worldwide leader in excellence?"
Unfortunately, in recent year’s vision and mission statements have
become watered down in the corporate world to the point where they are essentially
meaningless (bringing a case of beer along on sales calls may exceed customer
expectations but not necessarily help a business achieve its goals). Because of this,
vision and mission have been largely branded with negative connotations. However,
when used properly, vision and mission statements can be very powerful tools,
especially for new and small firms. Just as a successful coach has a vision for putting a
team together and game plans for successful execution, vision and mission provide
direction for a new or small firm, without which it is difficult to develop a cohesive plan.
In turn, this allows the firm to pursue activities that lead the organization forward and
avoid devoting resources to activities that do not.
Vision Statements for New and Small Firms
Vision statements and mission statements are very different. A vision
statement for a new or small firm spells out goals at a high level and should coincide
with the founder's goals for the business. Simply put, the vision should state what the
founder ultimately envisions the business to be, in terms of growth, values, employees,
contributions to society, and the like; therefore, self-reflection by the founder is a vital
activity if a meaningful vision is to be developed. As a founder, once you have defined
your vision, you can begin to develop strategies for moving the organization toward that
vision. Part of this includes the development of a company mission.
Mission Statements for New and Small Firms
The mission statement should be a concise statement of business
strategy and developed from the customer's perspective and it should fit with the vision
for the business. The mission should answer three questions:
1. What do we do?
2. How do we do it?
3. For whom do we do it?
What do we do? This question should not be answered in terms of what is
physically delivered to customers, but by the real and/or psychological needs that are
fulfilled when customers buy your products or services. Customers make purchase
decisions for many reasons, including economical, logistical, and emotional factors.
An excellent illustration of this is a business in the Twin Cities that imports hand-made
jewelry from east Africa. When asked what her business does, the owner replied, "We
import and market east African jewelry." But when asked why customers buy her
jewelry, she explained that, "They're buying a story in where the jewelry came from."
This is an important distinction and answering this question from the need-fulfilled
perspective will help you answer the other two questions effectively.
Honda Company Mission Statement - Global
Quality, Youthfulness, Harmony and Joy
Honda Company Founders Facts and Trivia:
The Honda Company was founded by Soichiro Honda in 1946 as the Honda
Technical Research Institute, focused on creating motorized bicycles. The
company was incorporated on September 24, 1948 as Honda Motor
Company. The first Honda car was the S500, which was introduced in 1963.
In 1959, American Honda Motor Co., Inc. was opened in Los Angeles,
California with just six employees. The first Honda manufactured in
Marysville, Ohio on November 1, 1982.
Honda Corporation Headquarters:
The global headquarters for the Honda corporation are located in Tokyo,
Japan. The U.S. headquarters for American Honda Motor Co, Inc. are located
in Torrance, California.
Honda Automobile Company Mission, Vision, and Values:
The Honda Company Mission Statement is officially referred to as the
Company Principle, and it seemingly is no different that the mission of every
company that manufactures and sells cars in the world. The Honda
Company Mission Statement is...
"Maintaining a global viewpoint, we are dedicated to supplying products of
the highest quality, yet at a reasonable price for worldwide customer
Larger than this company principle, Honda is guided by a foundational
mission, which it refers to as its "Basic Principles" which are...
"Respect for the individual. The Three Joys (buying, selling and creating)."
And to inspire its management team as they lead the Honda automobile
company into the future, Honda has a clear set of Management Policies,
which make its Basic Principles and Mission Statement a real part of its daily
Proceed always with ambition and youthfulness.
Respect sound theory, develop fresh ideas, and make the most effective use of time.
Enjoy work and encourage open communication.
Strive constantly for a harmonious flow of work.
Be ever mindful of the value of research and endeavor."
Dreams inspire us to create innovative products that enhance mobility and benefit society.
To meet the particular needs of customers in different regions around the world, we base
our sales networks, research and development centers and manufacturing facilities in each
region. Furthermore, as a socially responsible corporate citizen, we strive to address
important environmental and safety issues.