No one uses road maps when they travel anymore. Think about it: In this age of smartphones and GPS, anytime we’re on the road, our machines are feeding us directions step by step. All we see on our screens and hear over the speakers is the left turn or highway exit directly ahead of us. We just trust the satellites in the sky to get us to our destination.
But that doesn’t work when running a business. From the outset, a business owner needs to simultaneously see what’s right in front of them while also looking at the big picture, the ultimate goal, and every twist and turn along the way. You need a road map. You need a mission statement.
We talked about building a vision statement — the purpose of your organization — and that is, in essence, your business’s destination. The mission statement is the map, defining the key steps that must be taken to reach the vision.
The mission provides the foundation and direction upon which to build strategies, initiatives, tactics, and critical success factors. A mission statement provides a clear direction and means of measuring progress toward achieving your vision.
How to Write a Mission Statement
Once your team is ready to embark on its mission, make sure someone is taking notes. Key words and phrases are important to capture and post for all to see. Remember the mission statement is a narrative description of
- Who the organization is
- Your role in the industry
- The scope of operations
- Distinguishing characteristics
- Your customer
- Your products
- Any changes or steps necessary to reach you vision
The mission statement is sometimes compiled through one team workshop, but a more efficient method might be to develop a draft by owners outside of the leadership team meeting. But the owner should always submit that sketch to the team to get input and gain insight, before consolidating that feedback into a final draft. This not only provides other valuable perspectives, but it engenders real buy-in from everyone on the team.
A word of caution: These meetings can be long and emotional. And there can be a tendency to feel that every area of business needs to be included. Remember to focus on the big picture — the high-level business activity.
Road Map to Success
With our advanced technology, we’re all looking for fast and more efficient ways to achieve our business objectives — and that is healthy for any business. But in my experience, there are no shortcuts (no “faster routes”) when laying out your path for the future. That’s why, when setting out on this business journey, you really need to plot out a mission statement, an old-fashioned road map to your destination that will keep you from getting lost along the way.