Most successful organizations have a mission statement. The late Russell Ackoff asserted that, “an organization should not derive its mission statement from what it must do to survive, but what it chooses to do in order to thrive.” It is more than just a tagline or trendy catch phrase. Mission statements reflect the organization’s value culture. Many businesses confuse mission statements, with taglines and vision statements.
- Tagline: “reflects the strategy of the organization.” Blue Ocean Strategy
Example: “The speed of a plane at the price of a car.” Southwest Airlines
- Mission statement: “captures the organization’s current unique and enduring reason for being.” Global Marketing and Advertising
Example: “We create happiness by providing the finest in entertainment for people of all ages, everywhere.” Disney
- Vision statement: “a possible desirable and future state of the organization.” Strategy Safari
Example: “To become the most successful and respected lift truck company in the U.S.” Toyota
Dr. Harish Chandan contrasts it even further, “In order to remain competitive, an organization should have a vision for the future, while focusing on the mission.” Yet, many organizations do not clearly identify their missions or visions. In his book, The Mission Statement, author Jeffrey Abrams comprised a frequency list to prove that most organizations were following the same second-rate, repetitive wording:
- Best – 94
- Communities – 97
- Customers – 211
- Excellence -77
- Leader -106
- Quality -169
Unfortunately, for most organizations, mission statements are poorly crafted. Here is one from The Internal Revenue:
Provide America’s taxpayers top quality service by helping them understand and meet their tax responsibilities and by applying the tax law with integrity and fairness to all.
Bad grammar aside, it did not project an image of what Big Government chooses to do in order to thrive, which is “Continuously take from the best, and distribute to the rest.”
Seriously, mission statements tend to be ineffective because they fail to project the scope and personality of the organization. Business leader, Guy Kawasaki advised that instead of wasting time composing a mission statement, organizations should use a simple mantra. Whether it is called a mission statement or mantra, it should be short, relevant and transparent.
What organizations have effective mission statements? General Electric has “imagination at work.” Pepsi’s is simple, “Beat Coke.” And cost-conscious Walmart’s is “To always provide low prices, always.” There is no confusion with these missions.
What is America’s mission statement? It used to be “land of the free, home of the brave.” But freedom shrivels with every piece of legislation that Big Government initiates. American taxpayers are the modern day equivalent of servitude. Therefore, maybe it’s time for a more realistic mantra like “suey.” After all, if pork is on the menu, when has Big Government been happy with just a single serving? Pork and earmarks are unhealthy and probably the largest contributing factor to Big Government’s gluttonous appetite and ever-expanding size. When Big Government gorges, it’s five-star all the way. And, there is no Dutch treat. Big Government’s new mission is to forget about freedom because “we the people” are always picking up the tab, always.
What do you think is Big Government’s mission statement?