The Mission Statement:

Describes the purpose of the organisation.
Identifies how an organisation defines success.
Outlines the strategy that will be followed to achieve success.
Incorporates the shared values and behaviour that the organisation expects from an employee.

Checklist:

1. Create a project team - The mission team may incorporate the complete senior management team in a small organisation or a working group of a larger management team.

2. Gather information - The project team should meet with all the senior managers and research internal and external information on the current strategy and image of the company.

3. Build consensus - The senior management team should work to reach a consensus of a clear vision for the company. It should constitute a clear message of the firm's intentions to all stakeholders.

4. Draft a mission statement which should include:

A description of the business.
The mission of the organisation.
The broad strategies to be pursued to fulfil the mission.
A statement of the guiding values of the organisation.

5. Develop action plans and set objectives - Set objectives by asking what needs to be done to realise the mission. Formulate plans to overcome the major barriers to achieving the vision.

6. Communicate the mission - Workshops, internal newsletters and group meetings are all useful in communicating the corporate mission.

7. Monitor and review - Introduce mechanisms that allow you to monitor the views of stakeholders so that you know how far the sense of mission has spread. Use group meetings to refine your corporate philosophy.

Do's and Don'ts:

Do:

Develop a broad picture of the organisation.

Gain an understanding of the existing culture of the organisation.

Focus on the core activities of the organisation.

Listen to the views of all stakeholders.

Don't:

Don't move without a consensus among the senior team.

Don’t' see this as a quick process.

Don’t see this as a one-off activity.

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Information supplied by Business Insight
Central Library, Chamberlain Square, Birmingham. B3 3HQ
Tel: 0121 303 4531 Email: business.library@birmingham.gov.uk
www. birmingham.gov.uk/businessinsight
www.bestforbusiness.com
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