One of the best fighter planesthe YAK


If You Don't Know Where You Are Going, You Probably Won't Get There

We've all heard of corporate missionproviding the best-tasting pizza, or even the
statements. Many small business ownersleast expensive pizza. Because of this, when
believe that a mission statement is only forthey had the opportunity to use a new recipe
big business, and certainly doesn't apply tofor their crust that would taste better than
them. Unfortunately, eight out of ten smalltheir current one (but increase their cost of
businesses will fail within the first year,ingredients by 10%), the decision was clear.
and only half of the remainder continueBest-tasting pizza is not a primary goal of
beyond five years. Lack of a clear missiontheirs. However, when they examined a new
statement often reflects lack of cleartype of mobile re-heating unit that would
direction for the business. If this soundskeep pizza hotter in the delivery vehicle,
harsh, it is only because I want you tothis was in alignment with their mission, so
succeed. If you own a business, you've workedthe choice was to implement these units.A
hard for it, and deserve the best chancemission statement is like a compass for your
possible for it's success. As a former airbusiness. It tells you which way to go,
charter pilot, I have a love for aviation, soamidst the myriad of choices.Just because an
I will share the following metaphor. Aopportunity lands in your lap, does not mean
mission statement is to a business what ait is the right opportunity for your
destination is to an airplane. When a planebusiness!Perhaps you have a clear idea in
takes off from Los Angeles, headed for Newyour mind of what your business is about and
York, the pilot has a very clear idea ofwhat it does. Another good reason to have a
exactly where he's flying. During the flight,mission statement is to communicate this to
the plane may get off course countless times,others - both employees and customers. It
due to factors such as weather, air traffic,helps keep them on the same page, and often
etc. Still, the pilot returns to the courseavoids difficult misunderstandings. Here are
again and again, and ultimately the planesome samples:Otis Elevator Co. - "To provide
lands in New York. This is like the businessany customer a means of moving people and
with a clear mission. Often a small companythings up, down and sideways over short
will operate with "rules" or "guidelines"distances, with higher reliability than any
mistaking these for clear direction. Thisother similar enterprise in the world."Disney
would be akin to a pilot taking off from Los- "To make people happy."Marriott Courtyard
Angeles with a set of rules that say thingsHotels - "To provide economy and quality
like "I will only fly in clear blue sky" orminded travelers with a premier, moderate
"I will not fly near clouds." Unfortunately,priced lodging facility which is consistently
while these rules may be important, they doperceived as clean, comfortable, well
not answer the essential question of "Wheremaintained, and attractive, staffed by
is my company headed and where should myfriendly attentive and efficient people."Big
efforts be focused?"Having a clear missionBinoculars - "Our mission is simply to offer
not only helps your company decide what toour customers the most binocular aperture, at
focus on, but it also determines what youthe highest quality, for the lowest
will not focus on. In business, like inprice."Give some thought to what your
life, every time we say "Yes" to something,business is really about. I'm happy to
we potentially say "No" to something elsereview mission statements from newsletter
that we could have used that time or thosesubscribers, so feel free to email yours to
resources for. For example, consider theme if you like. With the right mission, your
mission statements of some large companies.business will consistently land at its
One of the nation's largest pizza deliverydestination time and time again.Al Lipper
chains has a mission "To deliver hot pizza inoffers Personal Life and Small Business
30 minutes or less." This guides everythingCoaching services for holistic people seeking
they do. Note that it defines theirlife balance, small business professionals,
priorities as making sure the pizza is hot,and men's issues.Contact him for a
and it's delivered promptly. They havecomplimentary session to find out how he can
decided that these two qualities are what setaccelerate you towards getting the life you
them apart from their competition. Also notewant.
that they are not primarily concerned with



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