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Crafting Your Mission Statement

We have all seen them–mission statements hanging
cockeyed on some wall somewhere, explaining the
"purpose" of the corporation. Far too often these signs
seem meaningless, apparently created at some corporate
retreat ages ago by some disinterested committee.

by Steve Strauss

The same is true for many small businesses–they too
have mission statements prominently displayed on the
wall, and while their employees may pay it lip service,
the mission statement often seems more show than tell.

But then there is the great small business. For the
great small business, a mission statement is a tool
that focuses everyone’s energy and gets them moving in
the same direction with a common purpose. Rather than
be an albatross, it is a beacon. Great small businesses
get their employees to actually buy into that mission
and believe in it, knowing that the alternative is not
pretty. When employees do not understand the business,
its values or mission, when they feel the need to heed
some maxim they do not believe to be true, then morale
suffers.

But on the other hand, when employees feel part of
something important, something bigger than themselves,
then their value increases and work improves. That is
the value of a real, honest, relevant mission
statement. A mission statement, if done right, can be a
great business tool because it tells you, your
customers and your employees exactly what your business
is about and where it is headed.

Another advantage of having a mission is that it helps
you know whether your policies and procedures, as well
as your own personal daily activities, are pointing you
closer or further from your goal. It keeps you focused
and it assists employees to understand what is expected
of them.

How, then, do you create a mission statement that
sings, that is real and full of integrity, that creates
a bigger game and that people will buy into? Sure, they
can be created alone, but if you really want everyone
to own the result, then consider working with your top
team — your management and most trusted employees.
Then, explain what the business’ mission is during the
interview process and have any new employee buy into it
from the day they are hired.

A good mission statement should be between 50 and 400
words. It should speak to your highest ideals and
values. You can create a mission statement by answering
the following questions:

1. What business values do you want to be part of your
business?

2. What qualities and characteristics should your
business exemplify?

3. What sorts of resources do you have at your
disposal?

4. What is your niche?

5. What is your vision for your business? (Think Big!)

6. Based upon your values, vision, characteristics and
resources, what is the purpose of your business?

7. Which of your personal qualities and values do you
want to be part of the business?

8. What does your business do best, and how can it best
serve its clients, employees and investors?

9. What is your market? Who are your customers? What is
your commitment to them?

10. Are you willing to pay the price to live your
vision and mission, whatever the price may be?

Based upon your answers to the questions above, you
begin to create a framework for your business mission.
It is the essence of your values, dreams, plans, niche,
resources, market and so forth. A mission statement
incorporates any or all of these. Make it big and bold
and extraordinary–something you believe in with all
of your heart. Remember the couplet from Goethe,
"Whatever you can do, or dream you can, begin it.
Boldness has genius and magic and power in it."

When this process is done correctly, you should end up
with a mission that is the essence of your vision for
your business. If you do it right, the mission
statement has the power to transform your business.
Boldness has genius and magic and power in it.

To read this and other related articles online, visit:
http://www.NFIB.com/object/IO_21773.html

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