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A mission statement is the constitution of a business. It forms the basis for decision-making and should be a living, breathing part of every workday. This is one of the most valuable steps a leadership team can take and should never be treated lightly. It is often the missing piece in the puzzle of business success.

A clearly communicated mission statement is an energizing phenomenon, a motivational connector. It is the end result of what a good business wants to become. A mission statement must work from the inside out, and it must include the entire team. Your team has to clearly identify with the mission statement. The only way to get a committed buy-in is through involvement and empowerment. That is why you must first begin by constructing an internal mission statement.

Don’t fall into the trap of having an advertising agency write your mission statement. Many mission statements created by third parties sound good, but don’t have a drop of believability and authenticity and therefore lack the emotional engine, which is precisely what is needed to drive motivation and ownership. It must be motivated by the leadership team and be Transformational, Exciting, Authentic, Measurable (TEAM).

The success of the Synergy Strategic Planning Model rests on leadership commitment and a critical mass of high-performance teamwork. Successful implementation requires a broad base of committed ownership.

The exercise below begins with the senior executive team followed by a bottom-up exercise completed in groups of 5-20 (depending on the size of your company). Groups should include divisional presidents, vice presidents, operational managers, department heads, and individuals who are centers of influence. Once the groups have successfully completed the exercise, each group will have a first draft of an internal vision, values, and goals statement. Each group’s first draft will be the input into a coordinated final mission statement.