Ah the company mission statement.
According to my CIMA E3 notes it should be designed to put in writing the basic purpose of the organisation and what it is trying to achieve. As an employee we need direction we need to understand where the company that pays us and feeds our children is heading. We all need to be singing of the same hymn sheet.
Evidence of mission statements can be traced back to the early 1900’s. One of the earliest is from Henry Royce – ‘We build the best motor car’. But they began to appear more and more often during the late 1980 – In the USA naturally.
Some mission statements are long and basically unintelligible:
Our mission is to produce superior financial returns for our shareholders by providing transportation, high value-added logistics and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. We will strive to develop mutually rewarding relationships with our employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.
- Fedex
Whilst others are a bit more to the point:
To crush Reebok.
- Nike
Beat Coke.
- Pepsi
We will crush, squash, and slaughter Yamaha.
- Honda
I must add these are not current, interesting, but not current.
Can you tell an organisation from its mission statement? Which company had the following statement?
Our mission is to conduct all of our businesses, both energy and financial related, with four key values in mind: respect, integrity, communication and excellence. All business dealings must be conducted in an environment that is open and fair.
Yes you guessed it! Enron who in 2001 were implicated in a massive fraud
How about:
A specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.
Northern Rock – good isn’t it?
How about:
Our mission is to make, distribute and sell the finest quality ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural elements and promoting business practices that respect the Earth and the Environment.
- Ben & Jerry's
To enable people and businesses throughout the world to realize their full potential.
- Microsoft.
So where are we now? After about 10 years of use mission statements became less popular. Where is the competitive advantage of having a mission statement if everyone has one?
So bye-bye mission statement and hello Noble Purpose, a cross between a mission statement and an advertising slogan. Shorter and snappier. Examples include:
To make people happy.
- Walt Disney
Beyond Petroleum.
- BP
To give ordinary folk the chance to buy the same things as rich people.
- Wal-Mart
I'd be interested in hearing your examples.
Cheers Peter
Kaplan – Building Futures One Success Story At A Time!
According to my CIMA E3 notes it should be designed to put in writing the basic purpose of the organisation and what it is trying to achieve. As an employee we need direction we need to understand where the company that pays us and feeds our children is heading. We all need to be singing of the same hymn sheet.
Evidence of mission statements can be traced back to the early 1900’s. One of the earliest is from Henry Royce – ‘We build the best motor car’. But they began to appear more and more often during the late 1980 – In the USA naturally.
Some mission statements are long and basically unintelligible:
Our mission is to produce superior financial returns for our shareholders by providing transportation, high value-added logistics and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. We will strive to develop mutually rewarding relationships with our employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.
- Fedex
Whilst others are a bit more to the point:
To crush Reebok.
- Nike
Beat Coke.
- Pepsi
We will crush, squash, and slaughter Yamaha.
- Honda
I must add these are not current, interesting, but not current.
Can you tell an organisation from its mission statement? Which company had the following statement?
Our mission is to conduct all of our businesses, both energy and financial related, with four key values in mind: respect, integrity, communication and excellence. All business dealings must be conducted in an environment that is open and fair.
Yes you guessed it! Enron who in 2001 were implicated in a massive fraud
How about:
A specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.
Northern Rock – good isn’t it?
How about:
Our mission is to make, distribute and sell the finest quality ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural elements and promoting business practices that respect the Earth and the Environment.
- Ben & Jerry's
To enable people and businesses throughout the world to realize their full potential.
- Microsoft.
So where are we now? After about 10 years of use mission statements became less popular. Where is the competitive advantage of having a mission statement if everyone has one?
So bye-bye mission statement and hello Noble Purpose, a cross between a mission statement and an advertising slogan. Shorter and snappier. Examples include:
To make people happy.
- Walt Disney
Beyond Petroleum.
- BP
To give ordinary folk the chance to buy the same things as rich people.
- Wal-Mart
I'd be interested in hearing your examples.
Cheers Peter
Kaplan – Building Futures One Success Story At A Time!
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