Writen by Al Lipper
We've all heard of corporate mission statements. Many small business owners believe that a mission statement is only for big business, and certainly doesn't apply to them. Unfortunately, eight out of ten small businesses will fail within the first year, and only half of the remainder continue beyond five years. Lack of a clear mission statement often reflects lack of clear direction for the business. If this sounds harsh, it is only because I want you to succeed. If you own a business, you've worked hard for it, and deserve the best chance possible for it's success. As a former air charter pilot, I have a love for aviation, so I will share the following metaphor. A mission statement is to a business what a destination is to an airplane. When a plane takes off from Los Angeles, headed for New York, the pilot has a very clear idea of exactly where he's flying. During the flight, the plane may get off course countless times, due to factors such as weather, air traffic, etc. Still, the pilot returns to the course again and again, and ultimately the plane lands in New York. This is like the business with a clear mission. Often a small company will operate with "rules" or "guidelines" mistaking these for clear direction. This would be akin to a pilot taking off from Los Angeles with a set of rules that say things like "I will only fly in clear blue sky" or "I will not fly near clouds." Unfortunately, while these rules may be important, they do not answer the essential question of "Where is my company headed and where should my efforts be focused?"
Having a clear mission not only helps your company decide what to focus on, but it also determines what you will not focus on. In business, like in life, every time we say "Yes" to something, we potentially say "No" to something else that we could have used that time or those resources for. For example, consider the mission statements of some large companies. One of the nation's largest pizza delivery chains has a mission "To deliver hot pizza in 30 minutes or less." This guides everything they do. Note that it defines their priorities as making sure the pizza is hot, and it's delivered promptly. They have decided that these two qualities are what set them apart from their competition. Also note that they are not primarily concerned with providing the best-tasting pizza, or even the least expensive pizza. Because of this, when they had the opportunity to use a new recipe for their crust that would taste better than their current one (but increase their cost of ingredients by 10%), the decision was clear. Best-tasting pizza is not a primary goal of theirs. However, when they examined a new type of mobile re-heating unit that would keep pizza hotter in the delivery vehicle, this was in alignment with their mission, so the choice was to implement these units.
A mission statement is like a compass for your business. It tells you which way to go, amidst the myriad of choices.
Just because an opportunity lands in your lap, does not mean it is the right opportunity for your business!
Perhaps you have a clear idea in your mind of what your business is about and what it does. Another good reason to have a mission statement is to communicate this to others – both employees and customers. It helps keep them on the same page, and often avoids difficult misunderstandings. Here are some samples:
Otis Elevator Co. – "To provide any customer a means of moving people and things up, down and sideways over short distances, with higher reliability than any other similar enterprise in the world."
Disney – "To make people happy."
Marriott Courtyard Hotels – "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well maintained, and attractive, staffed by friendly attentive and efficient people."
Big Binoculars – "Our mission is simply to offer our customers the most binocular aperture, at the highest quality, for the lowest price."
Give some thought to what your business is really about. I'm happy to review mission statements from newsletter subscribers, so feel free to email yours to me if you like. With the right mission, your business will consistently land at its destination time and time again.
Al Lipper offers Personal Life and Small Business Coaching services for holistic people seeking life balance, small business professionals, and men's issues.
Contact him for a complimentary session to find out how he can accelerate you towards getting the life you want. http://www.destinysuccess.com
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