A mission statement provides clarification and focus. It facilitates the identification of a performance, serves the company as an orientation and is the basis for quality, goal attainment and the image in the long term.
Focused on the target group<\/p>\n\n\n\n
The mission statement differs from the vision as it doesn\u2019t describe a state but a purpose or task. That\u2019s the reason for the difference with stakeholders: since the vision serves mostly for gathering employees behind a common goal, the mission statement focuses primarily on clients and other stakeholders. Important is that the mission statement focuses on the company\u2019s target group and explains which products or which kind of products are being offered.<\/p>\n\n\n\n
Creativity as a basis<\/strong><\/p>\n\n\n\n The development of a mission statement follows a profound analysis of strengths, the environment and the consciousness of the company\u2019s values. This step is the creative part of the communication process.<\/p>\n\n\n\n \u00abCreativity is about you. If you live creatively, you design your life instead of just surviving it. The practice of creativity enables you to live your life in your own way. Creativity translates ideas into action.\u00bb (Ten Years of Peter Glen, 1994)<\/p>\n\n\n\n This quote from Peter Glen sums up the significance of creativity. To promote creativity for the mission statement\u2019s definition \u2013 therefore to name the company\u2019s purpose \u2013 several brainstorming sessions are being held with the management, employees, often with the board of directors and stakeholders from the outside like customers, journalists and lobbyists.<\/p>\n\n\n\n Get to the heart of significance<\/strong><\/p>\n\n\n\n With the mission statement, it\u2019s not about the length, but it\u2019s effect. A mission statement is a company\u2019s promise and it gives describing or emotional information. It is in short phrases which support the recognition and publicity of the company and its products.<\/p>\n\n\n\n Furthermore, it clarifies the desired position on the market with customers and other stakeholders. The mission statement communicates the significance of a company\u2019s or organization\u2019s existence. The positive side effect: it strengthens the connection among employees and teams and therefore positively shapes the corporate culture. International examples, which stick out:<\/p>\n\n\n\n
A profoundly developed mission statement\u2019s effect will last for years and creates a unique identification.<\/p>\n\n\n\n