The world works better when we know our mission. What do you want
to settle at your parent eacher conference? If you're running
for a public office, what do you want to take on as your cause?
If you are spending money and time and worry to start your own
business, ask yourself why. The passion you use in answering that
question will give you a clue to your mission statement. It
defines your purpose!
Lots of companies still operate under the single purpose that
drove a founder to start the company long ago. L.L. Bean has not
only survived, but thrived by adhering to Leon Leonwood Bean's
mission set in 1912. He formulated it based on his passion for
the outdoors, a profound belief in honesty, and an unwavering
commitment to quality and customer satisfaction. That has defined
the business for 89 years!
The greatest mistake companies make is to forget what their
mission is. It makes things foggy, undefined, confusing.
Principles and policies, and more importantly marketing
materials, can get formulated according to department manager
whims. How can your company message stick in the minds of your
target audience if you don't know it yourself?
Once you determine your company mission, it should play a part in
every business decision you make.
Case Study: Buyers United, Salt Lake City, Utah, founded 1986
In operating like a coop, or buying collective, the company would
set out to get reduced rates on services like long distance
telephone and Internet service. As the membership increased and
so did the company's buying power, more services would be added
to the menu.
The mission statement was set at the very first meeting, in the
owner's living room, where he and 17 friends gathered to discuss
the idea for starting such a company.
Company Mission: "Our mission is to deliver high quality,
essential goods and services at the lowest price, and to help our
members save money, lower their cost of living, and elevate their
quality of life."
The statement was printed onto large framed posters and displayed
clearly throughout the offices. Telephone salespeople understood
the company mission from day one. The sales representatives
explained the mission, or "cause" to join forces in order to
save, to potential new members.
The mission was the foundation of the total marketing effort. The
company motto "Joining Forces to Cut Prices" was included under
the logo at all times. From the new member welcome kit to phone
cards to brochures and even to personal letters from the
president, the mission was emphasized. Sales letters were often
signed, "United we save" and "Let's go forward in partnership!"
In the monthly newsletter to members articles emphasized how many
times since its inception the company had pushed for and gotten
rate drops. Persuasive sentences emphasizing the company mission
were worked into copy. A popular one was, "We're a group of
consumers like you, organized to demand great rates on the
services we all need."
Brand new members, excited about the company's mission, were
interviewed, as well as long term members who had earned
substantial rebates for referring others to the company. That
helped the company multiply and achieve ongoing success. And that
was made possible, largely because the take-action, cause-related
mission statement had been repeatedly and effectively
communicated to members since the company's inception!
Note: Buyers United changed its name to BuyersOnline.com.
About the Author
Lisa Lake shares her ability to communicate through
good writing with anyone who wants to learn. See her free tips
at http://MyAdBlaster.com and catch advice from the staff
at http://InternetWriters.com Quick turnaround on writing
from classified ads to ezines and ebooks. Reach Lisa at
lisa@drnunley.com or 801-328-9006.