Why most mission statements fail to deliver the desired results

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Leanne Hoagland-Smith. | Provided photo~Sun-Times Media

Updated: December 19, 2011 9:25AM

Walk into some offices and you see the company’s mission statement prominently displayed. In some instances, thousands of dollars have been invested to write this short statement and it is money not well invested.

The reason is one of confusion between these two words vision and mission. This confusion only continues to support the lack of execution in small to large businesses as well as the fees for consultants and business coaches.

This past summer one of my manufacturing clients snapped a picture of a mission statement from a tradeshow they were attending. She emailed it to me with a message “I think they need your help.” Here was what the Mission Statement said:

“Our Mission - We pride ourselves with the capacity to assess situation or circumstances with expert insight and draw sound conclusions that are transparently clear and easily understandable.

• Directness

• Simplicity

• Transparency

• Decipherability

• Comprehensibility

• Accuracy

• Certainty”

All fine sounding words, but unless the words can ensure measurable execution, what good are they? This mission statement was more of a values statement.

The Mission Statement when read by any employee should generate these three (3) self reflection questions:

1. Did my behaviors today move me closer to achieving this year’s mission?

2. What measurements confirmed my behaviors moved me closer to achieving this year’s mission?

3. What can I do better to secure this year’s mission even quicker?

Today’s business world is indeed crazy busy. By keeping the mission statement to these three goals works with your time strapped employees:

1. Desired sales either in actual figures or a percentage of growth

2. Continuation of any continuing education units (CEU) or professional development units (PDU)

3. Continuation of any standards such as Baldrige, health ordinances, ISO, sustainability, weights and measures etc.

Everything else is a sub goal of the mission statement. Now these sub goals can be turned into department mission statements. However, the criteria remain the same. Your employees should be able to read the mission statement and upon self reflection determine if their behaviors moved them closer to achieving the mission.

Life is complicated enough. Keep your mission statement simple. Invest your resources into developing strategic tactics to execute your mission because that is usually the greater challenge.

Oh, yes, if you are the small business owner, Chief Executive, make sure your behaviors are also in alignment with the mission. This is not an area where it should be “Do as I say and not as I do.”

P.S. Shout Out: This is the 250th column and this week’s shout out is to everyone who continues to read my weekly insights on business. Thank you for your loyalty.