While the Vision inspires people’s hearts with hope for a greater impact on the world, the Mission and related goals grounds them in crystal clear understandings of the organization’s shorter term priorities. Mission statements are as important for what they don’t say as for what they do because the Mission is the leadership team’s response to the question: “If we can only do a few things, what must they be?”
While succinct, Mission statements should be the result of a deep analytical understanding of the organization’s competitive positioning in its marketplace, defined with a very precise concept of priority stakeholder segments. They describe at a high level how the organization will respond to the stakeholders’ critical needs in ways that differentiate it from competitive options. Compelling Missions are the result of a disciplined analysis of the organization’s strengths, weaknesses, opportunities and threats (SWOT); a ruthless comparison of external realities against internal capabilities; and an honest assessment of where and how the organization has the best hope for success.
Mission statements are directional in that while a Vision statement points the way by focusing stakeholder’s hopes for the future, the Mission explains the leadership’s best judgment as to how to achieve that future in the short term.
What characterizes a compelling Mission Statement?
Mission statements:
- are specific and should remain accurate for at least 3-5 years;
- articulate what the organization is committed to accomplishing within an attainable timeframe that will position it for success, answering the question WHAT we will do for WHOM?;
- are specific enough that stakeholders will know when to say “mission accomplished;”
- are unique and authentic to the organization;
- are clear to everyone in the organization and specific enough that managers can discern the connections between their own groups’ highest priorities and the mission; and
- are in plain English (no marketing lingo).
Example Mission Statements
Unless noted otherwise, the statements below were facilitated and written by Magus Consulting.
Defense Contractor
(Mid-sized company looking to grow into Homeland Security Market)
We are the leader in tactical data link technology. We will expand our market presence to become a globally recognized leader in deploying mobile data communications systems that give military and public safety users information supremacy in hostile and harsh environments. We will be our customers’ trusted provider-of-choice in researching, designing, developing, producing and supporting highly reliable wireless data communications products and services.
In pursuit of its mission and in support of its values, we will:
- ensure high quality in all our products and services by using proven engineering processes and management practices;
- expand our loyal and enduring customer base by addressing their needs better and faster than the competition while maintaining the highest standards of honesty and integrity;
- provide our customers the strategic and tactical advantage through product and service innovation;
- foster an exciting and rewarding workplace that attracts, motivates and recognizes superior performance;
- develop unique technologies which can be leveraged into multiple markets; and
- operate profitably, achieving consistently outstanding results for our shareholders and fueling our investments in new ideas and customer solutions.
Software Company (targeting trade and professional associations)
(Leader in serving the trade association marketplace)
Our Mission is to foster best practices in member relationship management leading the industry in providing enterprise software and service solutions. We position our clients for the future, helping them generate revenue, operate efficiently and provide an optimal service mix to their member-centric communities. We are driven to provide a challenging and satisfying work environment for our employees, and a quality experience for our customers and their 35 million members worldwide.
University Information Systems Department
The Team will continue its leadership as a forward-thinking University Information Technology organization, capitalizing on technological advancements to better serve the University and its mission.
We will empower our clients with technology solutions and infrastructure.
We will proactively provide innovative technology solutions.
We will provide efficient and effective service and support.
The IS team will continue to recruit and retain talented, motivated staff into a culture where employees enjoys their work.
U.S. Army
(Not Prepared by Magus Consulting)
The Army’s mission is to fight and win our Nation’s wars by providing prompt, sustained land dominance across the full range of military operations and spectrum of conflict in support of combatant commanders. We do this by:
- Executing Title 10 and Title 32 United States Code directives, to include organizing, equipping, and training forces for the conduct of prompt and sustained combat operations on land.
- Accomplishing missions assigned by the President, Secretary of Defense and combatant commanders, and Transforming for the future.
U.S. Army Military Intelligence: Army's Contribution to Intelligence
The mission of Army Intelligence is to facilitate Army transformation and support the warfighting Combatant Commanders by resourcing, fielding and sustaining the world’s premier military intelligence force. In very practical terms, this means providing commanders the KNOWLEDGE they need to successfully accomplish their mission. This is a multi-level mission. Army MI's first responsibility is to eliminate intelligence surprises. This is accomplished by being engaged, around the world, on a daily basis to detect/uncover real and/or perceived threats to the US and/or US national interests. Army MI develops a variety of intelligence products, such as threat assessments, that are used by weapons systems developers and senior decision makers. The Army Intelligence component continually trains and prepares so that it will be ready to meet the ever-growing span of contingencies from war fighting to peacekeeping.
Learn More:
Contact Us to learn how your organization can transform its world through a Strategic Action Plan.
While the Vision inspires people’s hearts with hope for a greater impact on the world, the Mission and related goals grounds them in crystal clear understandings of the organization’s shorter term priorities. Mission statements are as important for what they don’t say as for what they do because the Mission is the leadership team’s response to the question: “If we can only do a few things, what must they be?”
While succinct, Mission statements should be the result of a deep analytical understanding of the organization’s competitive positioning in its marketplace, defined with a very precise concept of priority stakeholder segments. They describe at a high level how the organization will respond to the stakeholders’ critical needs in ways that differentiate it from competitive options. Compelling Missions are the result of a disciplined analysis of the organization’s strengths, weaknesses, opportunities and threats (SWOT); a ruthless comparison of external realities against internal capabilities; and an honest assessment of where and how the organization has the best hope for success.
Mission statements are directional in that while a Vision statement points the way by focusing stakeholder’s hopes for the future, the Mission explains the leadership’s best judgment as to how to achieve that future in the short term.
What characterizes a compelling Mission Statement?
Mission statements:
- are specific and should remain accurate for at least 3-5 years;
- articulate what the organization is committed to accomplishing within an attainable timeframe that will position it for success, answering the question WHAT we will do for WHOM?;
- are specific enough that stakeholders will know when to say “mission accomplished;”
- are unique and authentic to the organization;
- are clear to everyone in the organization and specific enough that managers can discern the connections between their own groups’ highest priorities and the mission; and
- are in plain English (no marketing lingo).
Example Mission Statements
Unless noted otherwise, the statements below were facilitated and written by Magus Consulting.
Defense Contractor
(Mid-sized company looking to grow into Homeland Security Market)
We are the leader in tactical data link technology. We will expand our market presence to become a globally recognized leader in deploying mobile data communications systems that give military and public safety users information supremacy in hostile and harsh environments. We will be our customers’ trusted provider-of-choice in researching, designing, developing, producing and supporting highly reliable wireless data communications products and services.
In pursuit of its mission and in support of its values, we will:
- ensure high quality in all our products and services by using proven engineering processes and management practices;
- expand our loyal and enduring customer base by addressing their needs better and faster than the competition while maintaining the highest standards of honesty and integrity;
- provide our customers the strategic and tactical advantage through product and service innovation;
- foster an exciting and rewarding workplace that attracts, motivates and recognizes superior performance;
- develop unique technologies which can be leveraged into multiple markets; and
- operate profitably, achieving consistently outstanding results for our shareholders and fueling our investments in new ideas and customer solutions.
Software Company (targeting trade and professional associations)
(Leader in serving the trade association marketplace)
Our Mission is to foster best practices in member relationship management leading the industry in providing enterprise software and service solutions. We position our clients for the future, helping them generate revenue, operate efficiently and provide an optimal service mix to their member-centric communities. We are driven to provide a challenging and satisfying work environment for our employees, and a quality experience for our customers and their 35 million members worldwide.
University Information Systems Department
The Team will continue its leadership as a forward-thinking University Information Technology organization, capitalizing on technological advancements to better serve the University and its mission.
We will empower our clients with technology solutions and infrastructure.
We will proactively provide innovative technology solutions.
We will provide efficient and effective service and support.
The IS team will continue to recruit and retain talented, motivated staff into a culture where employees enjoys their work.
U.S. Army
(Not Prepared by Magus Consulting)
The Army’s mission is to fight and win our Nation’s wars by providing prompt, sustained land dominance across the full range of military operations and spectrum of conflict in support of combatant commanders. We do this by:
- Executing Title 10 and Title 32 United States Code directives, to include organizing, equipping, and training forces for the conduct of prompt and sustained combat operations on land.
- Accomplishing missions assigned by the President, Secretary of Defense and combatant commanders, and Transforming for the future.
U.S. Army Military Intelligence: Army's Contribution to Intelligence
The mission of Army Intelligence is to facilitate Army transformation and support the warfighting Combatant Commanders by resourcing, fielding and sustaining the world’s premier military intelligence force. In very practical terms, this means providing commanders the KNOWLEDGE they need to successfully accomplish their mission. This is a multi-level mission. Army MI's first responsibility is to eliminate intelligence surprises. This is accomplished by being engaged, around the world, on a daily basis to detect/uncover real and/or perceived threats to the US and/or US national interests. Army MI develops a variety of intelligence products, such as threat assessments, that are used by weapons systems developers and senior decision makers. The Army Intelligence component continually trains and prepares so that it will be ready to meet the ever-growing span of contingencies from war fighting to peacekeeping.
Learn More:
Contact Us to learn how your organization can transform its world through a Strategic Action Plan.