| We've all heard of corporate mission statements. | | | | concerned with providing the best-tasting pizza, or |
| Many small business owners believe that a mission | | | | even the least expensive pizza. Because of this, |
| statement is only for big business, and certainly | | | | when they had the opportunity to use a new recipe |
| doesn't apply to them. Unfortunately, eight out of | | | | for their crust that would taste better than their |
| ten small businesses will fail within the first year, and | | | | current one (but increase their cost of ingredients by |
| only half of the remainder continue beyond five | | | | 10%), the decision was clear. Best-tasting pizza is not |
| years. Lack of a clear mission statement often | | | | a primary goal of theirs. However, when they |
| reflects lack of clear direction for the business. If this | | | | examined a new type of mobile re-heating unit that |
| sounds harsh, it is only because I want you to | | | | would keep pizza hotter in the delivery vehicle, this |
| succeed. If you own a business, you've worked hard | | | | was in alignment with their mission, so the choice was |
| for it, and deserve the best chance possible for it's | | | | to implement these units.A mission statement is like a |
| success. As a former air charter pilot, I have a love | | | | compass for your business. It tells you which way to |
| for aviation, so I will share the following metaphor. A | | | | go, amidst the myriad of choices.Just because an |
| mission statement is to a business what a destination | | | | opportunity lands in your lap, does not mean it is the |
| is to an airplane. When a plane takes off from Los | | | | right opportunity for your business!Perhaps you have |
| Angeles, headed for New York, the pilot has a very | | | | a clear idea in your mind of what your business is |
| clear idea of exactly where he's flying. During the | | | | about 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, and | | | | keep them on the same page, and often avoids |
| ultimately the plane lands in New York. This is like the | | | | difficult misunderstandings. Here are some |
| business with a clear mission. Often a small company | | | | samples:Otis Elevator Co. - "To provide any customer |
| will operate with "rules" or "guidelines" mistaking these | | | | a means of moving people and things up, down and |
| for clear direction. This would be akin to a pilot taking | | | | sideways over short distances, with higher reliability |
| off from Los Angeles with a set of rules that say | | | | than 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 essential | | | | with a premier, moderate priced lodging facility which |
| question of "Where is my company headed and | | | | is consistently perceived as clean, comfortable, well |
| where should my efforts be focused?"Having a clear | | | | maintained, and attractive, staffed by friendly |
| mission not only helps your company decide what to | | | | attentive and efficient people."Big Binoculars - "Our |
| focus on, but it also determines what you will not | | | | mission is simply to offer our customers the most |
| focus on. In business, like in life, every time we say | | | | binocular aperture, at the highest quality, for the |
| "Yes" to something, we potentially say "No" to | | | | lowest price."Give some thought to what your |
| something else that we could have used that time or | | | | business is really about. I'm happy to review mission |
| those resources for. For example, consider the | | | | statements from newsletter subscribers, so feel free |
| mission statements of some large companies. One of | | | | to email yours to me if you like. With the right |
| the nation's largest pizza delivery chains has a mission | | | | mission, your business will consistently land at its |
| "To deliver hot pizza in 30 minutes or less." This | | | | destination time and time again.Al Lipper offers |
| guides everything they do. Note that it defines their | | | | Personal Life and Small Business Coaching services for |
| priorities as making sure the pizza is hot, and it's | | | | holistic people seeking life balance, small business |
| delivered promptly. They have decided that these | | | | professionals, and men's issues.Contact him for a |
| two qualities are what set them apart from their | | | | complimentary session to find out how he can |
| competition. Also note that they are not primarily | | | | accelerate you towards getting the life you want. |