| We've all heard of corporate mission | | | | providing the best-tasting pizza, or even the |
| statements. Many small business owners | | | | least expensive pizza. Because of this, when |
| believe that a mission statement is only for | | | | they had the opportunity to use a new recipe |
| big business, and certainly doesn't apply to | | | | for their crust that would taste better than |
| them. Unfortunately, eight out of ten small | | | | their 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 continue | | | | Best-tasting pizza is not a primary goal of |
| beyond five years. Lack of a clear mission | | | | theirs. However, when they examined a new |
| statement often reflects lack of clear | | | | type of mobile re-heating unit that would |
| direction for the business. If this sounds | | | | keep pizza hotter in the delivery vehicle, |
| harsh, it is only because I want you to | | | | this was in alignment with their mission, so |
| succeed. If you own a business, you've worked | | | | the choice was to implement these units.A |
| hard for it, and deserve the best chance | | | | mission statement is like a compass for your |
| possible for it's success. As a former air | | | | business. It tells you which way to go, |
| charter pilot, I have a love for aviation, so | | | | amidst the myriad of choices.Just because an |
| I will share the following metaphor. A | | | | opportunity lands in your lap, does not mean |
| mission statement is to a business what a | | | | it is the right opportunity for your |
| destination is to an airplane. When a plane | | | | business!Perhaps you have a clear idea in |
| takes off from Los Angeles, headed for New | | | | your mind of what your business is about and |
| York, the pilot has a very clear idea of | | | | what 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 course | | | | avoids difficult misunderstandings. Here are |
| again and again, and ultimately the plane | | | | some samples:Otis Elevator Co. - "To provide |
| lands in New York. This is like the business | | | | any customer a means of moving people and |
| with a clear mission. Often a small company | | | | things up, down and sideways over short |
| will operate with "rules" or "guidelines" | | | | distances, with higher reliability than any |
| mistaking these for clear direction. This | | | | other 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 things | | | | Hotels - "To provide economy and quality |
| like "I will only fly in clear blue sky" or | | | | minded 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 do | | | | perceived as clean, comfortable, well |
| not answer the essential question of "Where | | | | maintained, and attractive, staffed by |
| is my company headed and where should my | | | | friendly attentive and efficient people."Big |
| efforts be focused?"Having a clear mission | | | | Binoculars - "Our mission is simply to offer |
| not only helps your company decide what to | | | | our customers the most binocular aperture, at |
| focus on, but it also determines what you | | | | the highest quality, for the lowest |
| will not focus on. In business, like in | | | | price."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 else | | | | review mission statements from newsletter |
| that we could have used that time or those | | | | subscribers, so feel free to email yours to |
| resources for. For example, consider the | | | | me 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 delivery | | | | destination time and time again.Al Lipper |
| chains has a mission "To deliver hot pizza in | | | | offers Personal Life and Small Business |
| 30 minutes or less." This guides everything | | | | Coaching services for holistic people seeking |
| they do. Note that it defines their | | | | life 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 have | | | | complimentary session to find out how he can |
| decided that these two qualities are what set | | | | accelerate you towards getting the life you |
| them apart from their competition. Also note | | | | want. |
| that they are not primarily concerned with | | | | |