Читать книгу Business Plans For Dummies - Paul Tiffany - Страница 65

Mission statements originally were associated with religious or military organizations, but they began to catch on with business types when the U.S. government declared a mission to the moon in the 1960s. Mission Impossible became a big TV hit around the same time, and viewers began to understand how an explicit description of what an organization did would benefit everyone involved. The public sometimes was (and is) not quite sure of just what a firm does (“Dad… is General Dynamics some military guy in Greece?”). Perhaps even company insiders needed a better explanation of just why they were there and what they were expected to do.

More and more companies, in fact, post their mission statements for everyone to see. Some companies put mission statements in their brochures and even on their letterheads. Almost all now include them prominently on company websites. In fact, you can do an online search for the name of almost any business, large or small, using terms like “mission statement,” and you’re likely to find what you’re looking for.

What many companies are finding out is that a mission statement can be a powerful tool to communicate the economic purpose of the business to people both inside and outside the organization. It establishes who you are and what you do.

To be effective, your mission statement must

 Highlight your company’s business activities, including the markets that you serve, the geographic areas you cover, and the products and services you offer.

 Emphasize what your company does that sets it apart from every other business out there.

 Include the major accomplishments that you anticipate achieving over the next few years.

 Convey what you have to say in a clear, concise, informative, and interesting manner (a little inspiration doesn’t hurt, either).