Your mission, should you decide to accept it…

  By Anya Petersen-Frey, SBDC Director, Wyoming Entrepreneur.biz

Every business should have a mission statement and should also consider a vision and a values statement. The exercise of “visioning” and its complementary topics have often been overdone, but these are business elements often discussed then forgotten. A strong, clear mission can guide your company and help keep you focused, while a vision provides an overall framework presenting long term goals.

A company’s mission should be clear and meaningful. It should derive from values important to your company. Don’t worry about the wording; use terms appropriate to you. Ask yourself, “What is the purpose of my business”? How do I want to reflect my business values? What business am I in? Write notes as you brainstorm and later form into sentences. A mission statement should be a short statement constructed to (1) suggest an action, (2) identify this action only vaguely, and (3) include a social categorization. The second criteria allows for changes in specific goals as the company grows, without the need to rewrite the mission statement and to include all company interests. Mission or purpose is a precise description of what an organization does. It should describe the business the organization operates within. It is a definition of “why” the organization exists. Each member of an organization should be able to verbally express this mission.
Once you have defined what your business does, elevate the mission to a long term vision statement. Think about your business in five, ten or even fifteen years from now. Identify something real addressing your goals. Avoid vague statements. An artist might have a vision to “have my jewelry worn at the Oscars, or a similar entertainment event”; the mission might state something about the high quality unique styles to bring class to any outfit. The mission should be the day-to-day supports to help the business reach its larger vision.

A vision is a statement about what your organization wants to become. It should resonate with all members of the organization and help them feel proud, excited, and part of something much bigger than themselves. A vision should stretch the organization’s capabilities and image of itself. It gives shape and direction to the organization’s future. Vision statements can range in length from a couple of words to several pages; using just a few precise sentences is best.

A mission statement, and an accompanying vision statement, can be part of a great foundation for future success.  For additional insight into developing your mission and vision contact your Wyoming Small Business Development Center.