The Purpose Of A Mission Statement

When one reads most organizations mission statement, it is quite long, and often difficult to understand. Studies have shown that using a short, to the point, sound-byte as a mission statement retains the attention of far more people. In general, an organization's mission statement should be thirty seconds or less, catchy, and easy enough to remember that it can be restated simply, even during a casual conversation. When you ask most people about an organization they are involved in, even in a leadership position, one receives many different responses by different people. That creates both a confusion, a lack of focus, and does not "grab" the listener to ask more probing questions.

Ideally, the mission statement should be brief and to the point, and easily repeatable. It should give a general overview, and probably the easiest way to think of it, it should be like a thirty second ad, or sound-byte. That statement should highlight the reason for the organization's existence, and why someone should be interested in it. It should not be a detailed explanation, which is certainly important, but should not be part of the mission statement.

For example, according to Starbucks Coffee's website, their mission statement is, "Our mission: to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." Notice that Starbucks does not go into detail during its mission statement about how it grows its coffees, or any other technical aspect. That information is certainly listed elsewhere on their website, but they do not want to distract a listener or reader from their basic mission.

A mission statement should always be succinct. Island Harvest, a Long Island, New York not- for- profit, lists its mission statement simply as, "Feeding Long Island's hungry." The more succinct and to the point, the more effective the mission statement. Organizations that develop a compelling Mission Statement attract interest in their cause, and that is essential to accomplishing an organization's mission! Mission statements are only as effective as an organization's willingness to live up to its mission. A mission statement helps an organization to clearly focus on what it wants to achieve, and hopefully, it will force leaders to identify effective methods and programs to meet its needs and goals.

Many individuals tend to resist changing an organization's mission statement, regardless of how poorly designed it is. Sometimes it is because of a feeling of tradition or identity. Often, however, it is merely that they do not understand what a true mission statement is. Changing a mission statement does not necessarily mean that an organization changes its mission. Rather, an effective mission statement more clearly identifies what an organization's main thrust is, to those who are not presently involved, and ;potentially might be interested. If a mission statement is not interesting or compelling enough to state in thirty seconds or less, as a sound-byte even during cocktail party conversations, then an organization should review this statement. The better the mission statement, the more interest and discussion the mission of the organization will attract!