Every organization must have a mission – a vision – a reason
for “being.” Though a business can (and
does) impact society by providing jobs, work is a necessary part of the process
of producing results NOT the result of an organization’s efforts to create
meaningful activity. Work without
purpose may keep an organization busy (for a time) but may not produce the income
needed to sustain its activities unless it is fulfilling a need better than
anyone else. Without a mission, an
organization cannot focus its resources towards the accomplishment of an
identified purpose, choose the direction it should go or qualify the decisions
it must make to be a vital and contributing part of the business community.
In order to be effective, an organization’s mission
statement must clearly (and concisely) define why a business exists, what it
does, and (sometimes) who it serves in a way that can be easily remembered and
communicated. Nike has established the
phrase, "To bring inspiration and innovation to every athlete in the
world" as its mission statement – implying what it does by who it serves
(they have also become well established by the tag line “Do It” over the years). "Our mission: to inspire and nurture the
human spirit one person, one cup and one neighborhood at a time" is the
stated purpose of Starbucks Company as it references the inspirational
experience it hopes to provide consumers.
Coca Cola’s mission, “To refresh the world - in mind, body and spirit;
To inspire moments of optimism - through our brands and actions; To create
value and make a difference everywhere we engage” states what the company does (again
focusing upon the inspirational) without ever saying what it produces. Kohl’s mission, “To be the leading
family-focused, value-oriented, specialty department store offering quality
exclusive and national brand merchandise to the customer in an environment that
is convenient, friendly and exciting” says what it is without limiting itself
to any particular product or brand – but, even with such a broad statement of
purpose it is finding that the battle against on-line competition is great. While no two mission statements are the same,
each successful enterprise must be able to state why it exists by communicating
what is being provided in a way that people understand – whether it be the
primary product, an emotional or inspirational reaction to the product or the
change / difference that results from their being in existence.
We often accept that business needs a mission – a purpose
and reason to exist – but fail to transfer that essential reality to our own
lives. In order to establish value in
ourselves, everyone needs to establish a PERSONAL mission statement to guide their
individual actions, efforts, activities and the way their values are expressed. A personal mission statement is a bit
different from a company mission statement, but the fundamental principles are
the same – it should provide clarity and a sense of purpose (whether people see
what is being done or not – as a Mission Statement should be internally self-guiding
rather than externally validating). It should
define who you are and how you live – not necessarily what you may do (or not
do) when others are watching.
When we drift without purpose towards an
unidentified objective we often take a long time to accomplish very little. Though we cannot miss a target unless it has
been clearly identified and posted, cannot fail unless we establish goals and
objectives and will never be disappointed if we do not seek to be something
more than we have already become, life without purpose (objectives and
challenges) becomes meaningless. A
sailboat needs a sail (to capture the wind) and a rudder (to set a course) if
it is to move forward. It needs a keel
to stabilize its journey and an anchor to hold it in place during times of
rest. Though there are many parts and
pieces that work together to make a sailboat move ahead, unless a destination
has been identified and deliberate action is taken to move towards it, the best
wind, the most favorable seas and the mildest conditions will be wasted unless
a “reason to sail” has been established.
A boat does not need sails, rudder or keel if it is content to float
upon the sea – to simply bob upon the water – but it will never be more than a
useless hull without a defined purpose and a planned destination. Unless we (personally) know what we wish to
accomplish through the actions we take and the decisions we make, we will never
learn what we need to know (do or understand) in order to add value (to
ourselves, our friends or our society) – becoming more of a burden to those
around us rather than truly making a difference in this life. We must dedicate our actions, our efforts and
our thoughts towards the accomplishment of SOMETHING if we hope to accomplish
ANYTHING – and must identify what that “something” might be if we hope to focus
our efforts, abilities and aspirations upon its realization. Drifting through life without purpose is like
building a boat without balance, power or a way to steer its course – you can
become a functional “barge” able to carry the load of another but cannot choose
where to go, how to get there or how the burden you carry can be removed
without the active assistance of others.
Writing a personal mission statement offers the opportunity
to establish what is important to us, often allowing us to make a decision that
will focus our thoughts and establish a course of action rather than wasting energy
and resources without knowing where we might want to go or how we might want to
make a difference. As we establish a
personal mission statement, we should seek to ask the right questions rather
than trying to provide the correct answers – to expand our horizons to regions
we have not yet explored rather than limiting them to our “known and
comfortable” universe. An individual
mission may be as simple as “I will make a difference in all I say or do,” or
“I will live everyday with Integrity and vow to make a positive difference in
the lives of others by exercising my abilities for the good of all people.” It
may a “short term” objective like, “I will complete my education so that I can
pursue a new career.” It may be as
complex (and convoluted) as, “I will apply wisdom to advance myself (and others
around me) while seeking and establishing new opportunities that add value to my
community. I will never give up (though
I may occasionally give in) while seeking to bring to fruition all that I might
hope or imagine myself to be.”
Make your dreams become reality by “memorializing” them in
writing – by telling another about them so they can hold you accountable for
their fulfillment – to establish a Personal Mission Statement. While establishing your mission statement, make
sure it connects your own unique purpose with the profound satisfaction that
comes from that purpose being fulfilled (or you may lose interest in “moving on”
when the going gets tough or “following through” when popular opinion is
against you). As for me, I would seek to
contribute more than I take from life, to help more than I need assistance and
to leave this world a better place (having seen and experienced its fullness)
by leveraging the gifts I have been given to accomplish all that I have the
ability to influence (and accept what I cannot). Do not live another day (or take another
breath) without establishing a purpose for your existence so that you can not
only enjoy what you have accomplished but that you might also become all that
you might be.
