7 Keys to Marketing Genius: Creating a Mission
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
The overarching purpose of an organization is described in its mission statement. The mission is the most important strategic element of any organization. It is also one of the most overlooked and misunderstood. A mission statement defines the raison d’être of the company. The mission gives purpose and meaning to daily activities. A mission statement is to a company as a thesis is to an essay. Neither makes sense without a clear statement as to what is to be accomplished. In a well-written essay, every sentence supports the thesis. The thesis of this book is that there are seven keys to marketing success. Every sentence is written in support of this thesis. In the same way, every activity of a company should be in concert with the mission statement. The mission clearly defines for all stakeholders what the company is striving to achieve.
The mission is a filter for every decision made, from banal details to watershed movements. “Does this fulfill the mission?” should be the question everyone asks when making decisions that affect the organization. Some mission statements are several pages long, while others are just a word. Here are some helpful guidelines for creating a mission statement:
• Make it memorable. It may be great, but if people can’t remember it, the words are useless. In most cases, brevity is more effective than exhaustiveness.
• Make it relevant. If it does not connect with the various stakeholders of the organization, people will likely ignore it.
• Make it theirs. You must get input from as many people as possible or they will not buy into the mission. Remember this axiom: “involvement equals commitment.”
I recommend that people create a personal mission statement for themselves before going through the process of helping to create one for their organization for two reasons. First, people have a better understanding of the process and the value of creating a mission. Second, they will be able to determine whether their personal values are in alignment with those of the organization.