Fine-tuning your mission: your mission statement can put you right on top of your market—or make you irrelevant - Marketing

University Business, June, 2003 by Robert A. Sevier

In case A, the mission statement is introduced by the president in three speeches and is the subject of three articles in her newsletter, for a grand total of six repeats over a six-month period.

In case B, the president and four vice presidents pledge to each find four opportunities per day to tie conversations back to the mission. When the VP for Advancement is meeting with her top three people to review monthly results, she asks that all decisions be evaluated in light of the mission, which she repeats. When the VP for Finance completes performance evaluations for an employee, he ties his assessments to how effectively that employee advanced the mission. When the VP for Academics conducts an orientation for new faculty, he answers the first inquiry by saying: "I think yes, but let me explain why. Our mission ..."

The net result: In option A, there were six communiques about the mission. In option B there were 3,600. Which is the better option for communicating?

A number of years ago, Indiana Wesleyan University went through the mission and visioning process. At the conclusion of the endeavor, the school created a small, plastic card that carried the institution's mission statement and core values. This card was widely distributed on and off campus. In addition, cards are often given to visitors and prospective vendors.

BEATING IRRELEVANCY

There's no way around it: Mission statements are critically important for organizational success. They affirm. They guide. They lay the foundation for distinctiveness. Without a mission statement that is clear and valued by your most important audiences, you may quickly find yourself irrelevant. Do the work.

Bob Sevier is a senior VP of Stamats Communications (www.stamats.com.). He pens a free e-newsletter, QuickTakes, focusing on strategic planning and brand marketing. A complete glossary of marketing and strategic planning terms is also available. For more information, e-mail toni.levasseur@stamats.com.