Shanu Singh Guliani

Is Your Company’s Mission Statement a Joke?
December 19, 2007

Unfortunately, in recent years mission statements have become a “joke” in the corporate world to the point where they are essentially meaningless statements. However, when used properly, mission statements can be a very powerful tool that articulates goals, behavior, culture, and strategies of companies, especially for new and small firms.

A 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. So, to come up with a statement that encompasses the major elements of your business, start with the right questions. The mission should answer three questions:

1. Why do we do it?

·         Think about the spark that ignited your decision to start a business. What will keep it burning?

2. How do we do it?

·         Many entrepreneurs forget they are pursuing the same dollars as their competitors. What do you do better, cheaper or faster than other competitors? How can you use competitors' weaknesses to your advantage?

3. For whom do we do it?

·         Though many small business owners would like to believe otherwise, not everyone is a potential customer, as customers will almost always have both demographic and geographic limitations. What can you do for them that will enrich their lives and contribute to their success--now and in the future?

Posted by Shanu Singh Guliani on December 19, 2007 | Comments (0)