Mission statement- few words that matter most
BUSINESS organisations are founded, established and run, by virtue of a vision and its pursuit. In order to compete with the ever-growing number of organisations, each one develops a basic strategy, keeping in mind, the fundamental vision of the founder and the purposes behind its establishment. This is the primary concept behind what is known as, 'Strategic Management'. Accordingly, strategies are developed, worked upon, implemented and progress is attained. However, every strategy is built on a single notion---the mission of an organisation. It is the vision that transforms an ambition into a pragmatic reality.
With the growth of the consumer market, companies are looking to lure customers and consumers, by enriching and implementing their marketing skills. The new mode of achieving this end, is enlightening the consumer about the crux of the company. This translates into meaning that companies have begun displaying the prime mission that drives their respective organisations. Mission statements are the new appealing company slogans, that companies have begun flaunting.
Coming up with a good mission statement is very crucial, as this is what informs and attracts consumers. Hence, specific care must be taken in getting across to your target consumers, with the right mission statement, that is comprehensive, informative and catchy.
Here is a list of what your company's mission statement should be to captivate all who matter:
Activity: The mission statement should essentially convey what your organisation does---the activities, the products it manufactures or caters to the consumer market and the services it renders.
Personification: Each company has a special distinct factor about it. Making the most of this speciality of your company, by incorporating it as a part of your mission statement, can help them identify with the apparent patent element about your company. For example, if your company deals with shoe manufacturing and sales; and its distinct appeal is the sponge sole, this positive appeal should be highlighted, to help consumers identify with you.
Target consumers: The mission statement must directly aim your section of consumers. If you aim at the youth, your mission statement should be written on par with the `lingo' they use or the current essence of youth. Therefore, designing your mission statement, by incorporating the very spirit of your target audience and consumers, can be magnetic.
Combined effort: Just like your organisation is relatively incomplete without the support and inputs from your employees and members; similarly, the image you would like to portray, as regards your organisation is also imperfect, without garnering the inputs and contributions of your worthy employees. Take cues and ideas and see your mission statement shape up into an effective one.
No over-flaunting: It is important to illustrate what your organisation and services are all about. But, do not go overboard in being pompous or over-marketing your company, as it could backfire.
Compare and contrast: Before settling on your exclusive mission statement, it is cautious and helpful if you go through the mission statements of the other companies.
True reflection: Completely avoid sugar-coating your mission statement with half-truths and lies. The basic motive behind a mission statement is to endorse the genuineness and not a fabricated version of your company.
Short: Finally, keep your mission statement short and sweet, effective and lucid. Avoid bragging or dragging and maintain simplicity.
Use these guidelines to form that innovative, exclusive mission statement for your company.
It is quite a task to capture something as big as the crux of your company, within a few words. However, remember the best things come in small packages.
PREETI RAGHUNATH
faqs@cnkonline.com
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