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Mission Statements (Criticisms of mission statements (Not always supported…
Mission Statements
Criticisms of mission statements
Not always supported by actions of the business
Often too vague and general
Often merely statements of the obvious
Aren't they just PR?
Sometimes regarded cynically by staff
To be effective, everyone in the business has to "buy in"
What makes a good mission statement
A clear sense of business purpose
Excites, inspires, motivates & guides
Easy to understand and remember
Differentiates business from competitors
For all the stakeholders - not just shareholders and managers
What is a mission statement
The overriding purpose of the business
The reason for its existance
A strategic perspective
Support the states "vision" for the future
Key audience for Mission Statements
Employees
Customers
Investors
Society
What is a mission statement is NOT intended to be
Statement of core values
A statement of how the business intends competes or positions itself in the market
Statement of goals or objectives