Mission Statements: Missing in Action

“But enough about me, let’s talk about you…
What do YOU think of me?”
Bette Midler as CC Bloom
“Beaches”
1988

The term “Mission Statement” originated in military and spy jargon, e.g.:

• Here’s the mission, Captain: “Take hill #403 and exploit the advantage to shell the enemy from the heights!”
• “Your mission, Jim – should you decide to accept it…”

These days, the ballet company, the multi-national corporation, and the local plumber proudly display a “Mission Statement” and a custom designed Logo on their ubiquitous polo shirt. “Branding 101” tells us that a uniform display of marks, statements and perhaps plumage is required to suitably differentiate your enterprise from the one down the street. Of course, there are a plethora of brand consultants out there who will – for a cool million or so – go off and create the entire “Brand Identity Package” for you – complete with a three-ring binder of “appropriate use” examples and guidelines for the “Brand Police.”

We know… we’re part of the “story industry” too. But, before you dial up a brand consultant, or swear off the entire undertaking forever, allow us to suggest a nuanced middle way of thinking to proceed…

Any group enterprise has an embarrassment of missions: “To survive! To compete! To win! Next quarter, break even! To expand! To dominate! To be Cool! To make obscene profits! To Rule the World!” You may have noticed that each of these statements emanates from the company’s own point of view. Trouble ahead!

Exhibit A:
While waiting for the elevator in Manhattan, I noticed a Formica® plaque by the call buttons: “Mission Statement: To become the biggest financial services provider in the industry!” Someone had scratched a response with a key, “On our backs and out of our pockets!” Mission statements can call forth some powerful responses!

We suggest that a little forethought might be in order. Before ordering the polos, why not assemble the team, marshal your thoughts and define your terms:

• What is a mission statement?
• Why do we want/need one?
• What will it do for us?
• What will we do with it?
• Who will see it?
• How will our promises and practices prove it to be true?
• Shall we tell the market our goal, or help them achieve theirs?
• Why not state your mission in terms of its ultimate benefit for the customer?

By getting your intentions, ideas and approach clear from the start, you can avoid many of the pitfalls that riddle the brand business. The most significant of which is: “Talking to ourselves, about ourselves.” Many of the so called “Missions” we’ve been seeing lately fall into the trap of being “by us, for us and about us” – with no focus on the connection to actually serving a customer base.

Exhibit B:
On a visit to the East Building of the National Gallery, I was awestruck by the scope, simplicity and elegance of the architecture. The art was wonderful, but the building itself was ART of another category altogether – a massive demonstration of its creator’s graceful vision.

Making my way out, I came upon the “Dedication Wall,” where the names of all those involved in the project were memorialized in Roman letters, chiseled deeply into limestone. Names at the top like “Reagan and Mellon,” were not surprising, but underneath the designation of  “Architect of Record” the entire stone panel had turned a soft uniform beige – obscuring the ten-inch-high letters from view. Marveling, I stepped aside and watched. As people came near, one after another, they reached out and reverently touched the deep letter-forms, each hand leaving a small impact on the stone. After years and hundreds of thousands of gritty caresses, the words “I. M. Pei” had become one with the stone – deeply etched but nearly invisible – an obscure but profound testament to the affections of the visitors.

Here’s the ultimate test of a mission statement: Do you feel confident enough to chisel it on the cornerstone of your building? Have you done your homework – gotten out of your own head and focused on the customer, the client, the investor, the constituent? Great! The test is not whether it pleases you but whether it pleases the customer. You’ll discover the response soon enough… Done well, your market will confirm you with more business and warm referrals. On the other hand, you may need to go back to the quarry…

Applications

1. Personally
It’s one thing to have a life dedicated to personal endeavor and accomplishment. But can you enlarge the game by also serving others?

2. At Home
Who do we hold dear in our hearts? The individual who talked about their challenges and victories at work? Or the one who said, “Tell me about your day, dear. How did that double date go?” Hey, maybe it’s not about you.

3. At Work
Be careful of the desire to build a Mission Statement. It’s dangerous, but potentially rewarding. In our experience, the “best advisors” won’t do it for you, but will assist as you argue and ultimately define and craft your own unique statement of service – your “raison d’etre.” Hold out for a counselor, not a dealer of polo shirts.

But enough about us! How can we help you?

Subscribe to our Newsletter