Mission Statements - Getting Them Right (Part 3)

Differentiate your organization

Differentiate your organization in your mission statement. Unfortunately, all too many mission statements contain anodyne phrases such as “delight our customers” and “satisfy our stakeholders”. There is nothing wrong with these sentiments, except that they fail to differentiate an organization. They fail to give employees any kind of direction for their organization, and thus are ineffective in guiding business strategic planning and in strategy coaching.

Successful mission statements are finely tuned to the strategic direction of the organization which they serve, and thereby differentiate their organizations. They make it clear to employees what their organization is trying to accomplish over the long term, and are effective in guiding business strategic planning and in strategy coaching.

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