1. What do we do?

2. What are we committed to in doing what we do?

3. Who are we for our customers or clients?

4. Who are we for our employees/staff?

5. Who are we for our owners?

6. Who are we for our community?

DISCUSSION

A powerful mission and an inspiring vision for its future are essential to a company’s success. These serve as a source of inspiration for the employees of the company, unleashing their creativity, productivity and effectiveness. Without such a mission and vision for the future, their work quickly becomes exactly that, work, a dull routine sapping people of their natural aliveness and motivation and leaving them disempowered and resigned.

Although it may have many other names, the mission of an organization is embodied in what is often referred to as a "purpose" or "mission" statement. For example, one of the most successful American companies of our time, Johnson & Johnson, is studied in almost every major MBA program in this country, particularly for its "credo". Johnson & Johnson`s "Credo" is acknowledged throughout their organization as the primary reason for the company`s success. As do all well thought-out mission statements, the Johnson & Johnson Credo sets forth the fundamental principles and values of the company, and these principles and values will typically include a number of elements.

The first element essential to a clearly stated and effective mission statement responds to the question "What do we do?" The second element addresses the question "What are we committed to in doing what we do?" The third element considers the question "Who are we for our customers or clients?" The fourth element defines "Who are we for our employees/staff?" The fifth element seeks to answer "Who are we for our owners?" And finally, the sixth element is responsive to "Who are we for our community?"

While corporate America has been writing mission statements for many years, many companies still are largely unaware of the power that such a statement makes available to them. Most companies come together rather haphazardly when one or more individuals loosely discuss the kind of future that they want to create. While it is common for such individuals to discuss the products or services they will provide, the size of the company they wish to create, the amount of income they wish to generate and the like, it certainly is not common to engage in conversations regarding the fundamental purpose and principles on which the company will be built.

That is not to say that in many cases there are not motivated people, good people, with strong values and principles, who are committed to building a company based upon such values and principles, and it is also not to say that often those values and principles are not expressed. However, it is the rare individuals that write those principles and values down and speak of them consistently with all employees and customers and among failing companies, these essential conversations are almost always conspicuously absent.

In the case of Johnson & Johnson, the key executives of the company consider it to be their primary purpose to keep the Credo and what it represents in front of every single employee of the company, all of the time. For at Johnson & Johnson, the Credo is not merely a collection of noble words. It is something that lives and breaths within every person in their organization.

So what might a mission statement for a company look like? The following is an example taken from a law firm with which we worked:

Mission Statement

1. To conduct sophisticated business litigation and provide transactional representation and general corporate services for business clients.

2. To represent our clients as we would want to be represented, always putting their interests first, diligently working to fully understand and serve the client`s needs.

3. To assume major challenges on behalf of our clients and courageously advance their causes consistent with the highest standards of legal excellence.

4. To provide our clients with imaginative and effective representation, recommending creative courses of action which will forward their best interests.

5. To develop and sustain a productive, high-energy, team-oriented work environment which provides our employees opportunities to achieve personal satisfaction and fulfillment.

6. To provide our employees opportunities for personal and professional advancement as well as recognition and rewards for their contributions.

7. To build the firm by rapidly expanding our client base, achieve long-term profitability and contribute significantly to the financial success of our clients.

8. To provide a positive impact on our community and the legal profession.

It becomes immediately apparent that this mission statement includes the six elements discussed above. Paragraph 1 sets forth what the firm does. Its focus is clearly business. It does not practice criminal law, domestic relations or other consumer-oriented functions. Furthermore, it seeks to distinguish itself as a firm doing "sophisticated" business litigation, presumably to carve out a niche outside of what might be characterized as a run-of-the-mill litigation practice.

Paragraphs 2 and 3 set forth what the firm is committed to in doing what they do. Again, note the emphasis on "major challenges" in paragraph 3.

While paragraph 2, 3 and 4 are obviously related, paragraph 4 further sets forth the firms fundamental commitment to its clients. Here the firm commits itself to providing its clients with "imaginative" and "effective" representation, recommending "creative" courses of action which will forward the clients` best interests. With the quoted words, the mission of this firm begins to emerge.

Paragraphs 5 and 6 set forth the firm`s commitment to its employees. The firm is not interested in just any kind of work environment, only a productive, high-energy, team-oriented work environment. It is also clear about the type of opportunities it is committed to providing its employees.

Paragraph 7 contains an all important commitment to the ownership of the firm. This is a critical element of the purpose of any organization, for without profitability, the organization`s other objective will not be fulfilled.

Finally, paragraph 8 sets forth the firm`s commitment to its community and the legal profession. Note that it is left up to the employees of the firm to identify the areas in which they seek to give back to the legal profession and to the community in which they reside.
If viewed simply as a hollow group of well-intentioned words on a piece of paper, such a mission statement might provoke disdain and skepticism. If the words, even with good intention, are placed on a piece of paper and the piece of paper tucked neatly in a drawer, the document would be worthy of such an attitude.

On the other hand, if the words represent the deeply felt commitment of the partners, if the document is presented to the staff as the underlying philosophy of the firm, and if partners, associates and staff alike work together to fulfill the mission, such a written statement can and will serve as a source of inspiration for the employees of the firm, unleashing their creativity, productivity and effectiveness. Such a mission statement can achieve for a company or firm the same motivational effect as Johnson & Johnson`s famous Credo, and that company or firm can enjoy the same long-term benefits that such an inspired environment provides.

Copyright 1999, 2001 Scott Hunter

About the Author:
Scott Hunter is a professional speaker, workshop leader, consultant and coach. He speaks on creating meaningful, quality relationships in the workplace to increase productivity, creativity, teamwork and profitability. He can be reached at scott@thpalliance.com. Visit his web site: www.thpalliance.com.

Back to the top