Why Mission Statements Suck
I’m not arguing against a clear definition of where a company is going and what sets it apart. My beef is with the way the particular corporation’s guiding principle is expressed; it is generally verbose, convoluted and incapable of resonating with employees or inspiring them. I’m not the first person to say this. Yet, companies large and small from start-ups to blue chippers continue to err in crafting compelling, single-minded mantras.
Exxon Mobil Corporation's mission is an example of a poor statement. "We are committed to being the world’s premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct. These unwavering expectations provide the foundation for our commitments to those with whom we interact.” How many of their 86,000 employees will remember something like that? Exxon Mobil might as well have said, “We want to make tons of money, honestly.” The statement may be true, but it sure as hell isn’t motivating.
Then there’s the Barnes & Noble statement from a few years ago. They seem to know what they are selling but are unsure how to express their differentiation. “Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers . . .” From there, another 100 words of blah, blah, blah.
Now for three good ones: Brothers First, Business Second is the caption under a faded framed wall photo of two youngsters who look to be six or seven years old. The picture hangs in one of my favorite Italian eateries run by the now-adult brothers. Instantly, I feel good about the proprietors and their food. 2000 by 2000 was Starbucks’ mission twenty years ago. CEO Howard Schultz wanted 2000 stores up and running by the new millennium. Starbucks achieved the target two years early. Every employee knew the purpose and they worked hard as a team to reach the goal. I also like, Saving People Money So They Can Live Better. Who better than Wal-Mart to make this claim, although a Google image search for "People of Wal-Mart" makes me wonder if these particular customers are living better.
A tip on writing good missions is to limit the statement to no more than ten words. Do that and you will have made the tough decision about what the company really stands for. Strategic sacrifice brings clarity and focus. Simple, single-minded missions bring results.
Share the best and worst you've encountered.
- Comment (32)
- · Quote
- · UnfollowFollow (1)
- Pages:
- 1
- 2
Comments:
Jan '11
Re: Why Mission Statements Suck
Some years back I heard that the staff (desk, bell service, doormen, maids, etc) of Ritz Carleton hotels made their mission statement: "We are ladies and gentlemen serving ladies and gentlemen."
Aug '11
Re: Why Mission Statements Suck
I like Scott Adams' mission statement myself (paraphrasing): "Rub my bald spot once a day." More measurable than any other mission statement ever devised, and I'd suggest more meaningful as well.
Apr '12
Re: Why Mission Statements Suck
Most mission statements are all statement and no mission, the Steve Jobs example is about what would make you breathless if you achieved it? The whole point is to say why you're doing what you're doing. What makes you care? Look at the start of Johnson & Johson's famous credo: "Our first responsibility is to the doctors, nurses, and patients, mothers and fathers and all others who use our products and services." That is very clear about their priorities. Also, putting employees first, over clients, would set the team on fire to do their best. So I also like missions that use quirky, non jargon language. Break china to help the customer, that is for a high growth bank who did end up going international. If you put it next to other banks' mission statements, you could tell the difference.
Jul '10
Re: Why Mission Statements Suck
If your mission statement is anything other than "Make money", you're not being honest. You can change the world and make all sorts of grandiose bloviations, but if you aren't profitable you aren't around long.
Jun '10
Re: Why Mission Statements Suck
I think if might change it to "Make Money Beyond the Dreams of Avarice."
Nov '10
Re: Why Mission Statements Suck
The relatively new Canadian low(er) - cost airline WestJet may not have this as their public mission statement, but it is, apparently, a slogan used internally among their employees, a slogan passed down from their CEO:
If you don't "get it", then apparently you haven't flown WestJet yet.
Jan '12
Re: Why Mission Statements Suck
Companies call in consultants to perform the Missions Statement exercise. As they are business consultants they tell the client what they already know. So instead of a mission statement along the lines of we are going to the moon they get a position statement which tells them exactly what they are doing now.
Everyone loves it.
Nov '10
Re: Why Mission Statements Suck
EThompson
But themission statement was made by the late Steve Jobs as he sought to recruit PepsiCo's John Sculley with “Do you want to sell sugar water for the rest of your life or come with me and change the world?” · 15 hours ago
Edited 15 hours ago
Jobs was channelling Jesus' call to the Galilean brothers: You want to spend your life dragging in netfuls of fish ... or follow me and become fishers of men?
Nov '10
Re: Why Mission Statements Suck
A mission statement isn't about making money; it's supposed to make clear why a person might work for this company rather than that one -- it's about distinctives.
I get that. What I don't get is the "exercise" of writing mission statements. Some dreary "mission statement protocols" have made me want to just leave. It can be like pulling teeth. The more "inclusive" it becomes the more cumbersome and uninspiring the whole business is. Focus group meetings, "rounds" of brainstorming, followed by more breakup, voting on whether this or that word really reflects the heart of the company, and on and on.
Finally one gets a gawd-awfully long thing with absolutely everyone's favourite phrase in it. It's too long to be of use, and doesn't really say anything of value. Everyone, of course, realises this -- it's just another part of the process. Then comes the culling exercise. Take this phrase out; condense that part. What what this doing in there?
In the end you get something equally useless and plain silly. Like the new Manitoba provincial slogan:
The old one?
For this the consulting firm got $0.5M.
Dec '11
Re: Why Mission Statements Suck
As I pointed out in the beginning of my earlier comment, I couldn't agree more. I used Jobs as an unusual example of someone who achieved both enormous financial success while not only inspiring employees, but his customers as well. If it is not already, I hope his long and complex story becomes a case study in all business schools.
Apr '12
Re: Why Mission Statements Suck
For a church?
Apr '12
Re: Why Mission Statements Suck
John,
I agree with you about short mission statements. The first two good examples you gave were three and four words. Some of what has been cited above have been more slogans than missions. I'm a believer in mission statements that are simple and leave room to grow.
For instance, were I helping Ford craft a mission statement, it might be, "We create transportation." That leaves them open for the future. If new technologies come along and allow transporter beams, they can get on it without changing the mission statement. If they want something nore verbose, I might allow for, "We create the best transportation."
If I were writing one for IBM, it might be something like, "We make business count." Or perhaps that would be for an accounting firm?
Here's a longer one, but it isn't too bad:
Our Mission Statement: XXX Church is a center for worship, spiritual growth and prayer support based on the practical application of the teachings of Jesus Christ.
Inspiring? Perhaps not. Memorable? No. But at least it gets to the point. It's probably more diffrentiating than, "We serve God," which is what I would urge.