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 Gr-r-reat Mission Statements
Peter Drucker said that a good mission statement should fit on a t-shirt. "Together we will build the world's most extraordinary food company," is the bold mission statement of Campbell Soup Company. Chiquita Brands International, Inc., in part, promises, "We will win the hearts and the smiles of the world's consumers..." Kellogg Company's "identity" statement actually prompts a smile: "We build Gr-r-reat brands and make the world a little happier by bringing our best to you."
This resource book delivers the "positioning statements" (vision, core values, brand promises, objectives, etc.) of 101 companies in one-page snippets. It's fun reading. "The Coca-Cola Company exists to benefit and refresh everyone it touches." That's inspiring! Pepsico's mission statement isn't. The shortest is from Amgen Inc.--"To serve patients."
How about your mission statement? No one disagrees that everything you do must flow out of your mission statement. Your programs must be aligned with your mission statement. Your branding must enhance your mission statement.
Yet! When I facilitate management workshops, based on my book, Mastering The Management Buckets: 20 Critical Competencies for Leading Your Business or Non-profit, I always poll the audience. "Please stand up if you can put your hand on your heart and recite your organization's mission statement by memory." That's when I get the deer-in-the-headlights look and otherwise bright leaders and managers break all eye contact with me. Usually, less than five percent of my workshop participants can pass the test. What's the deal here?
I've concluded that most mission statements are too wordy, too boring and don't inspire. They don't energize staff members, board members or volunteers. And few CEOs take the time to connect the mission statement with real-life-in-the-trenches. The mission statement is a dusty plaque on the wall, not a daily inspiration.
Jeffrey Abrahams writes, "People, by their very nature, seem to ennoble a task by endowing it with a stated mission." If it's time to dust off your mission statement, as part of your annual three-year rolling strategic plan process, here's a great resource.
The book includes a list of 75 key words (many are powerful and compelling) that the author has captured from some of the best mission statements. He begins with 10 short pages on how to use the book. The variety of corporate expressions is stunning--with examples to fit almost any culture. My opinion: about two-thirds are still too long, but the gems on numerous pages are worth the journey. This book is a no-brainer addition to any leader's toolkit.
And speaking of basketball, I came across this extraordinary mission statement from the NBA's Orlando Magic organization: "To be world champions on and off the court, delivering legendary moments every step of the way." Wow--that's a Gr-r-reat mission statement!
 Mission Statement Mish-Mash
Mission statements have jumped the shark and this book is Exhibit A. Most are vapid and have zero caloric value for employees hungry for real guidance. Moct of the ones selected talk in babble abour being the "best" or "providing legendary service" or by "helping our customers succeed." Abrahams even lists "key" words to use in putting together your company's mission statement as if you too can aspire to be just as bland and pointless. A few exceptions: Johnson & Johnson which has a credo with specfic goals and aspirations( we will get a "fair profit") and Radioshack which talks about taking the mystery out of tech stuff for those who come into their stores. Of course, as we saw with Enron(look at their mission statement sometime) words are, well, just words and have no effect without actions consistent with them.
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