V.28.2019 - 10 Criteria to Create a Mission Statement
There are few topics in strategic planning that generate more strong opinions than what should be included in a mission statement. Mission statements vary from one-line slogans or taglines to multi-page manifestos that detail the purpose of the organization.
The extensive discussions about what words should be in a mission statement are important — perhaps critical — but these discussions should not displace the time that is invested to identify external and internal trends that will impact the future of the organization. Perspiration over aspiration. But, on completion of the planning process, the Mission must reflect the intent and the reality of the decisions that are made to achieve the vision, goals and objectives.
To write a mission statement and also leave time and energy for the rest of the important planning process, I propose that strategic planners use 10 criteria to guide the creation of the mission statement. Then, after the planners invest an hour or two discussing the mission, a sub-group of 3-5 people can be tasked to draft a mission statement that meets the 10 criteria.
The 10 Criteria
1. The mission statement is clear and understandable to present and future stakeholders.
2. The mission statement is brief. Stakeholders can keep it “top of mind” for a short period of time. Mission statements naturally inspire taglines.
3. The mission statement clearly states what the organization does to exist. This includes a clear statement about:
a. What needs the organization is attempting to fill, not specific services;
b. Who the organization’s primary “customers” are; and
c. How the organization achieves its Vision, Goals and Objectives.
4. Provides sufficient focus and direction that leaders, managers and employees can reference the mission when making major decisions (strong requirement).
5. The mission statement should reflect the distinctive competence of the organization.
6. The mission statement should be expansive enough to allow flexibility in implementation but not so broad that it leads to a lack of focus or renders the statement irrelevant.
7. The mission statement must reflect the values, beliefs, and philosophy of the organization and accurately represent the organizational culture.
8. The mission statement should inform the Vision and the attainable Strategic Goals.
9. The wording of the mission statement should serve as an energy source and rallying point for the people invested in the organization.
10. The mission statement needs to convey a strong public image.