What Is Mission? 

If you listen to news reports about any military action, you will hear reporters ask the question, ‘What is the mission?”  The spokesperson generally will respond in a manner that clearly communicates what is going to occur. A mission is a task that is to be performed.  In business, it is much the same.  There is a task that is to be performed.  Specifically, a mission clearly defines why a business exists.  It addresses the simple question of who will be served and what service will the “who” be provided.  

The business mission is the result of a clearly defined vision.  Once a business understands what is to be built, they set about their building by clearly and succinctly communicating their mission.  A sound mission statement is short and easily defined.  Normally the most impactful are fewer than twelve words.  Here are a few examples:

• We help families protect their families.
• We are ready when you are.
• We bring the taste of India to your home.
• We do for families what no one should ever have to do.

Mission statements should provide the answer to the following questions:

• Why does our business exist?
• What are we clearly committed to providing to our customers and potential customers?
• What is our unique sales and marketing proposition?
• What specific demands, wants, issues, etc. will our products or services solve?

 Noted business expert, Peter Drucker, once said, "Only a clear definition of the mission and purpose of the business makes possible clear and realistic business objectives.  It is the foundation for priorities, strategies, plans and work assignments.  It is the starting point for the design of managerial jobs and, above all, for the design of managerial structures."  Thus, with the mission, a business has its "marching orders" and its evidence influences all critical business and leadership decisions.  The final result of a clear mission is that those you serve will be better enabled to find and do business with you.  That is a critical need if your business is to survive.

As you develop or review your mission and its intended statement, follow these simple guidelines:

• Your mission statement must define who you will serve; what you are committed to provide; the specific promise you convey; and, what your product or service will solve.

• Your mission statement must be constructed so clearly that someone who walks in from the street, reads your mission, will  know immediately why you are in business. 

• Share your mission statement with others outside your sphere of influence.  That way, you will gain valuable feedback which will enable you to more directly place your mission statement in precise terms.

• When you have your statement as you want, print it, post it and live it.

Speaker, author and business leader, Charles Garfield once said, “Mission starts with determining what you really care about and want to accomplish and committing yourself to it.  You can always develop expertise.  First, discover your preference.”   To make the impact you desire, you must be clear about your mission.  It is the by-product of a strong vision.  For your business to survive, your mission must be strong by conveying what is going to happen.  

What does your mission statement convey?  What would happen if someone walked in from the street and read it?  Would they know why you exist? What is your uniqueness that solves wants, needs or issues?  Challenge yourself today to make your mission clear and in turn open the pathway to greater success in all your endeavors.

Business plan time is now here.  What would it mean to have a business plan that REALLY gets the results you need?  How would you feel to have a plan that every member of your team could easily understand and know precisely what to do? A plan that would help you to discover whether you have relationships or associations with customers.  With the One Page Plan process, I can help you achieve those goals and do so with less stress so that 2015 might be your most effective goals achievement yet!  For an opportunity to find out what this unique concept is all about, contact me:  herman@thinkbigcoachingandtraining.com  or call me at 304-839-5101 or 843-879-3740.  All it takes is one moment of time!