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

We've all heard of corporate mission statements.concerned with providing the best-tasting pizza, or
Many small business owners believe that a missioneven the least expensive pizza. Because of this,
statement is only for big business, and certainlywhen they had the opportunity to use a new recipe
doesn't apply to them. Unfortunately, eight out offor their crust that would taste better than their
ten small businesses will fail within the first year, andcurrent one (but increase their cost of ingredients by
only half of the remainder continue beyond five10%), the decision was clear. Best-tasting pizza is not
years. Lack of a clear mission statement oftena primary goal of theirs. However, when they
reflects lack of clear direction for the business. If thisexamined a new type of mobile re-heating unit that
sounds harsh, it is only because I want you towould keep pizza hotter in the delivery vehicle, this
succeed. If you own a business, you've worked hardwas in alignment with their mission, so the choice was
for it, and deserve the best chance possible for it'sto implement these units.A mission statement is like a
success. As a former air charter pilot, I have a lovecompass for your business. It tells you which way to
for aviation, so I will share the following metaphor. Ago, amidst the myriad of choices.Just because an
mission statement is to a business what a destinationopportunity lands in your lap, does not mean it is the
is to an airplane. When a plane takes off from Losright opportunity for your business!Perhaps you have
Angeles, headed for New York, the pilot has a verya clear idea in your mind of what your business is
clear idea of exactly where he's flying. During theabout and what it does. Another good reason to
flight, the plane may get off course countless times,have a mission statement is to communicate this to
due to factors such as weather, air traffic, etc. Still,others - both employees and customers. It helps
the pilot returns to the course again and again, andkeep them on the same page, and often avoids
ultimately the plane lands in New York. This is like thedifficult misunderstandings. Here are some
business with a clear mission. Often a small companysamples:Otis Elevator Co. - "To provide any customer
will operate with "rules" or "guidelines" mistaking thesea means of moving people and things up, down and
for clear direction. This would be akin to a pilot takingsideways over short distances, with higher reliability
off from Los Angeles with a set of rules that saythan any other similar enterprise in the world."Disney -
things like "I will only fly in clear blue sky" or "I will not"To make people happy."Marriott Courtyard Hotels -
fly near clouds." Unfortunately, while these rules may"To provide economy and quality minded travelers
be important, they do not answer the essentialwith a premier, moderate priced lodging facility which
question of "Where is my company headed andis consistently perceived as clean, comfortable, well
where should my efforts be focused?"Having a clearmaintained, and attractive, staffed by friendly
mission not only helps your company decide what toattentive and efficient people."Big Binoculars - "Our
focus on, but it also determines what you will notmission is simply to offer our customers the most
focus on. In business, like in life, every time we saybinocular aperture, at the highest quality, for the
"Yes" to something, we potentially say "No" tolowest price."Give some thought to what your
something else that we could have used that time orbusiness is really about. I'm happy to review mission
those resources for. For example, consider thestatements from newsletter subscribers, so feel free
mission statements of some large companies. One ofto email yours to me if you like. With the right
the nation's largest pizza delivery chains has a missionmission, your business will consistently land at its
"To deliver hot pizza in 30 minutes or less." Thisdestination time and time again.Al Lipper offers
guides everything they do. Note that it defines theirPersonal Life and Small Business Coaching services for
priorities as making sure the pizza is hot, and it'sholistic people seeking life balance, small business
delivered promptly. They have decided that theseprofessionals, and men's issues.Contact him for a
two qualities are what set them apart from theircomplimentary session to find out how he can
competition. Also note that they are not primarilyaccelerate you towards getting the life you want.