Characteristics of a Good Mission Statement

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Characteristics of a Good Mission Statement Mission statements are statements that describe the purpose of existence of the organization. They are developed to be shared with the managers, employees and customers of an organization. It serves as a tool to guide, and motivate employees towards the main purpose of the organization. It also serves as a message to the customers as to how the company provides value to them (Kotler, 2008). However, nowadays companies seem to emphasizing on a more jargon based mission statement. Many other companies are focusing on making it longer and filled with trendy buzz words. This is the wrong approach (Roach, 2009). Not all mission statements are alike. However, the good ones have the following characteristics. Firstly, it should be motivating. A mission statement defines the purpose of existence of the organization, which in turn tells the employees as to how they are creating value and why they are important to the society (Abraham, 2007). Secondly, it should relate to the consumers. A good mission statement should clearly state how it’s creating value for its customer. By looking at a company’s mission statement we should be able to define who its target market is and to whom is it providing value to (Abraham, 2007). Thirdly and most importantly, a mission statement should short and free from any jargons. It should have these characteristics so that it is easy to communicate and remember the mission of the organization. An employee or customer may not be able to remember more than two to three lines. Therefore, it should be kept short and simple (Abraham, 2007). An example of a good mission statement is of Wal-Mart’s – “to help people save money so that they can live better” (Wal-Mart). It’s short, simple, and free from any jargons; plus it promotes ethics, and directly relates to the customer. Reference Abraham, J.

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