Mission statements are documents that are intended to serve as a summary of a business's goals and values. Their contents often reflect the fact that they are utilized both as an internal performance enhancer and as a public relations tool. Mission statements serve several purposes, but at their core, they are usually intended as a means by which a business's ownership or management attempt to attach meaning to an organization's operations beyond profit and loss statements.
The value of the mission statement is also sometimes thought to increase with the size of an organization. Fortune contributor Andrew Serwer, for instance, contended that entrepreneurial companies of relatively small size can sometimes thrive without a mission statement or explicit guiding principle, since the business owner/leader can communicate personally with each staff member. Expansion, however, can make it more difficult for entrepreneurs to communicate efficiently with individual staff members about their future plans, their vision of the company's goals, and the values that will guide the company's operation. "A mission statement not only provides that information, but it's also the foundation for any performance-enhancement initiative," wrote Karen Adler and Paul Swiercz in Training & Development.
When produced in a thoughtful and careful manner, mission statements can be superb vehicles for communicating the importance of an organization's activities and the overarching reasons why employees should value their work there. Unfortunately, Info World' s Bob Lewis echoed a widespread sentiment with his contention that many of today's mission statements are produced in a formulaic, jargon-heavy manner that renders them bereft of vitality and meaning. Lewis and others argue that all too often, businesses of all shapes and sizes attach far greater weight to the mission statement's public relations function than to its value as a potential touchstone that can help the business maintain a steady course through the many obstacles and challenges of the modern business world.
CHARACTERISTICS OF EFFECTIVE MISSION STATEMENTS Small business owners, consultants, and researchers all agree that effective mission statements generally feature most of the following characteristics:
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