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Mission Statements with a Mission | Clarus Advisors



Mission Statements with a Mission

Is your mission statement a reflection of your company’s vision, or is it an abstract view of what your company wants to be?  All too often, a company’s mission statement reflects what it strives to be but lacks the passion that is in fact its mission.  Mission statements are generally composed by a committee of executives and communications professionals with the goal of telling what the company intends to accomplish, but in a manner that does not set the company up for failure against that statement.  In short, they are tepid and boring caricatures of what the business’ vision.

Consider a baseball team with that type of statement – “Our mission is to be the best we can be through teamwork.”  Where’s the passion? Where is the audaciousness? Isn’t every baseball teams’ mission to win it all? – to be World Series Champs.  Now here is a statement – “Our mission is to win it all – every year.” Will that happen, probably not, but it clearly states the team’s objectives and mission in terms that cannot be missed.

Your business’ mission statement needs to reflect what drives your business and makes it a cut above your competitors.  It tells your customers that you will not be satisfied with anything less than success.  It tells your employees the same thing.

Here are three tips for creating a mission statement that defines your company.

  1. BE BOLD:  Clearly state your objective in one succinct sentence. Set the bar high.
  2. SAY HOW: Define the measurement and be specific (state of the art technology is not specific).
  3. COMMIT: Recognize that you will occasionally fall short, but you are committed to keeping the bar raised.

No one expects perfection, but people do expect effort.  People expect you to adjust when you fail and expect to see improvement towards the ideal or the mission.  Doing things towards that end, counts more than merely trying, as Theodore Roosevelt said, “It is not the critic who counts, not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better.  The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory or defeat.”

Prepare a mission statement that reflects your passion.  Prepare a mission statement worthy of your success

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