In my previous article, I shared how to build a Corporate Identity, which also includes a Mission Statement. In this article, I will discuss this part in greater detail.
Many companies have mission statements, but very few have truly effective ones.
Reasons why your mission statement does not ‘work’ ?
1.Write it just to have it, to “keep up with everyone else.” If others have it, I must too.
2.The purpose is to look “impressive.” A big company, a grand vision, and huge ambitions must have a polished mission statement to “proudly show off”
3.See another company in the same industry and field with a similar idea, then “steal” it exactly.
4.Write primarily based on the business owner's or founder's wishful thinking, according to likes and dislikes.
5.Write it simply to finish the task, to have something for the website and investors, but with very vague conviction, then “never touch it again” afterward.
How to write an effective mission statement: it must Link to Strategy
The misunderstanding is that entrepreneurs do not realize a Mission Statement is itself 1 form of strategy and needs to connect with business strategy.
(1) First, you need to understand which priority areas your business is strong in and wants to build an empire in.
(2) Next, you need to know your business's goals. What position does it want to achieve, what does it want to become, and what results does it want to produce in area (1)?
(3) Then, you need to answer: What is the deadline for achieving goal (2)?
(4) At an overall, directional level, what does the business need to do to achieve (1), (2), and (3)? – This is the business's Mission Statement.
However, your actions are meaningless if they bring no value to a specific group. In business, there are 4 groups you should pay attention to, called CEOS, including Customer (Customer), Employee (Employee), Owner (Shareholder), Social (Community).
A good, detailed mission statement addresses these audiences. I can offer the following example from 1 healthcare business I founded myself (HELP International):
HELP activities aimed at raise awareness of disease prevention, healthcare to protect and improve both the physical and mental health of Vietnamese people. (Joint declaration)
HELP makes medical examinations and treatment become easy, convenient, effective with the attitude and quality of service thoughtful, dedicated, friendly, ensuring peace of mind and satisfied of customers. (C – Customer)
HELP guarantees the creation of a a positive working environment for members with a shared goal (E – Employee), from there, together create new value for investor and community. (O – Owner, S – Social)
The mission statement relates to strategy selection. I cite the following 1 set of examples as interesting comparisons of different approaches to strategy in several organizations and companies.
Police station:
“Our mission is to prevent crime.” “Our mission is to enforce the law.” If this organization's mission is “preventing crime,” it will certainly develop and deliver educational programs, focusing its efforts on helping people understand and apply the skills needed to restrain conflict, manage stress, and understand legal requirements. But if its mission is simply “enforcing the law,” it will implement systems and actions needed to arrest lawbreakers.
Airline:
“Our mission is to transport passengers from point A to point B.” “Our mission is to bring people relaxation at 25,000 feet.” Each goal leads the company in a very different direction. With the first mission, employees need only focus on transporting passengers efficiently. With the second, Virgin Group focuses on making passengers relaxed and comfortable in flight: “Everything we do is to create an enjoyable, memorable journey.”
Industrial manufacturer:
“Our mission is to make leather whips for carriage drivers.” “Our mission is to design and manufacture leather products that meet customers' needs.” What happens if a company's mission is too narrow? Companies whose stated mission was “making leather whips” have mostly disappeared. In contrast, a company whose mission is “designing and manufacturing leather products” keeps expanding, developing, and adapting whenever customer needs change.
Many people love Disney World's mission: ‘to make people happy.’ It is clear, brief, and concise. All shareholders, customers, employees, and the wider community know Disney dreams of bringing them happiness and joy.
(According to Bwportal)
After creating a detailed mission declaration, you can distill it into a concise, memorable, inspiring mission statement linked to your business strategy, as in the examples above or the suggestions below:
-Google, with its mission to digitize the world and organize information on the Internet.
-Facebook, with its mission to bring people closer together through social networking.
-Apple, with its mission to create distinctive value through innovative, refined, world-class products.
-Linkedin, with its mission to map the population and thereby positively influence the economy.
-Microsoft, with its mission to bring computers into every home by simplifying complex tasks.
Writing a mission statement properly is how we avoid “turning blank paper into scrap paper.”
Start your business Smartly, beginning with your Mission Statement.
Tạ Minh Tuấn – TMT – is a successful entrepreneur pioneering several startup fields in Vietnam, 1 of Vietnam's 30 most outstandingly successful and influential people in the prestigious “30 Under 30″ ranking by Forbes, the world's leading business magazine, and the founder of YUP! Start-Up Education & Incubation Centrer (www.yup.edu.vn).
