Mission Statement Self-Help

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A.  How to Develop Your Mission Statement:

To get a rough draft of your mission statement answer these questions:

 1. What do we do?

 2. For whom do we do it?

 3. Why do we serve our clients in the way that we do?

 4. How do we serve our clients in the way that we do?

 5. Why are we in this industry?

 6. Why did we start this business?

 7. What image of our business do we want to convey?


B. Guidelines For Mission Statements:

(from a survey of five-hundred Fortune 50 companies)

1. The best mission statements are clear, memorable, and concise.

2. Avg length for the full 50 organizations listed here is only 15.3 words (excluding brand references).

3. Avg length for the first 20 organizations below is only 9.5 words (excluding brand references).

4. The shortest contains only two words.

5. The longest contained 235 words.

When writing your mission statement, create dynamic, visual images and inspire action. Get really clear about your passion and values for operating your business. Describe your purpose using unusual, colorful verbs and adjectives to spice up your statements. Keep your mission statement short and make sure that it feels good when you read it and say it.


C.  Sample Mission Statements:

  •  Aflac: To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers.
  • Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
  • Family Dollar Store: For Our Customers A compelling place to shop. . . by providing convenience and low prices For Our Associates A compelling place to work. . . by providing exceptional opportunities and rewards for achievement For Our Investors A compelling place to invest. . . by providing outstanding returns.
  • Ford Motor Company: We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.
  • Harley-Davidson, Inc: We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
  • McKesson Corp: Our mission is to provide comprehensive pharmacy solutions that improve productivity, profitability and result in superior patient care and satisfaction.
  • Barnes & Nobles, Inc: Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers. As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations. Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service.
  • Chevron: At the heart of The Chevron Way is our Vision to be the global energy company most admired for its people, partnership and performance.
  • The Estee Lauder Company: The guiding vision of The Estee Lauder Companies is “Bringing the best to everyone we touch”. By “The best”, we mean the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946. They remain the foundation upon which we continue to build our success today.
  • Lucent Technologies: Philanthropy supports the social responsibility cornerstone of Lucent’s mission: To live up to our responsibilities to serve and enhance the communities in which we work and live and the society on which we depend.
  • Mattel Inc: Mattel makes a difference in the global community by effectively serving children in need . Partnering with charitable organizations dedicated to directly serving children, Mattel creates joy through the Mattel Children’s Foundation, product donations, grant making and the work of employee volunteers. We also enrich the lives of Mattel employees by identifying diverse volunteer opportunities and supporting their personal contributions through the matching gifts program.
  • Microsoft: At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.
  • The Walt Disney Company: The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.


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