Defining and Writing a Mission Statement

by Jocelyn Pedersen

            Just in time for our Membership Meeting Feb. 15, here are some tips on how to create great vision, mission and culture statements from Business Coach Rob Garibay of ActionCOACH.

            Garibay says,“Leadership begins with painting a current picture of the future in the form of a vision.”  He suggests beginning with the end in mind. A vision statement encompasses the longest term goals imaginable incorporating what we’re passionate and energized about.  Then, he says, let the vision live.  Communicate it and use it frequently.

            Once the vision statement is defined, a mission statement comes next.  Garibay suggests statements defining the following be included:  Who we are, what business we’re in, what markets we serve and how we differ from the competition.

            In order to come up with these answers, Garibay suggests answering questions such as:  What do we want in abundance?  What do we want to reduce? What kind of relationship do we want to foster with customers, suppliers, shareholders, competition, community and employees?

            Garibay suggests making certain the mission statement is future oriented and will lead to a better future while being consistent with our values.  Standards of excellence must be set with a clear direction and purpose.  It should be enthusiastic, ambitious and exciting so it encourages commitment.  Be sure it defines how we’re set apart from the competition.

            Lastly, Garibay says a culture statement communicates boundaries—what’s acceptable and what’s not. To form a culture statement, consider our three most important values, what the customers’ three most important values are when dealing with us, and the three most important values for which we want to be known.

            Used together, these three statements will help keep all eyes on the prize.