Hello, and welcome back.
Do you and your employees have a clear and lock-step understanding of your products/services, who your customers are, and the clear benefit they receive from them?
Last month’s newsletter provided an overview of the full strategic planning model for small businesses. This month we start to look at each element of the model. Although “Vision” is at the top of the strategic planning pyramid model, we are going to begin first with defining a compelling Mission Statement. We’re starting with the mission because it’s more critical to have a clear understanding of what you do, who you do it for, and the benefits to them – before you start working on your Vision. Those three elements are the definition of the Mission Statement.
You want a powerful and inspiring purpose statement for your organization to convey to your customers, employees and stakeholders exactly why you do what you do – and how it serves the greater good. It motivates you staff by defining the motive and value you provide your customers. It’s a tool to stay focused on what’s most important —serving your customers.
To create your statement you start with answering the three mission questions: “what you do, for whom, and what is the benefit?”
Here are a couple examples of companies you’re familiar with:
- Marriott Hotels – To make people who are away from home feel they are among friends and really wanted.
- Walmart – Help people save money so they can live better.
In my Strategic Planning engagements and workshops we go into much more detail when creating a Mission Statement for the participants that create a unique contribution they make to their customers’ lives. But here is a simple formula you can use right now to get started on your mission statement. A mission statement can simply start with the words” Helping our customers…” Think about the benefit your product/service provides your customers, and then simply fill in the blank. As an example, a travel company may say:
“Helping our customers experience the joy of travel and adventure.”
That’s it! But if you want to make it more specific, you can even name a more specific customer or travel location niche.
“Helping senior travelers experience the joy and adventure of Hawaii.”
To validate your mission statement is strong and compelling, check to see that you answered the three questions. You may even want to validate that the statement distinguishes your organization’s mission from that of other organizations in the same industry.
Now that you have a recipe to create a strong mission statement for your organization, next month I will go back to the top of the pyramid model and explain the purpose and benefit of the Vision Statement.
If you have questions about how to formulate your Mission Statement, or any other part of the Strategic Planning Model, please click here to schedule a complimentary strategy session. I can help you:
- Formulate a crystal clear mission for your business.
- Uncover hidden challenges that may be sabotaging your ability to successfully engage and enroll customers and employees in your mission.
- Leave the session renewed, re-energized and inspired to take action.
And if you would like to attend my very popular and valuable free webinar on September 16th at 6:30 pm (pacific time) on Business Visioning and Goal Setting: Projecting your Tomorrow and Heading for it Today! – click this link to register. Space is limited, so hurry and register!
To Your Success!
Tom.
