Man on a Mission (the sexist version still sounds best, sorry)

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I was working with a client this past week to refocus their company.  Now that the recession seems to be ending (I know, the light at the end of the tunnel; but the issue this time seems more related to our psychological reactions- our belief has been shattered), it wants to insure its growth and profits over the next decade.  Its people must work in concert to do so.

During the discussions (which crossed the threshold over lively several times),  I was hit with a severe disconnect.  The mission statement seems to be conceived as public relations- it was not really in concert with the mission of the enterprise.  The mission statement should not be an abstract documents- you want to convey your mission- you want to inspire others.

Let’s consider three companies- Johnson & Johnson, IBM, and Adjuvancy.  Johnson & Johnson was one of the most respected firms when I was a child, and served as an inspiration to me (and an example I used to train others at two of my firms).  It was what I wanted our firms to represent when we “grew up”.  It’s credo was inspiring- treat employees fairly with adequate compensation, competent management with just and ethical actions, responsibility to communities, responsibility to those who use or need their products.  It was fantastic reading.  And, when the Tylenol crisis hit in 1982, you could see their mission statement in action.  Our medical entity (born about the same time) studied it in detail to insure our actions and our words were in concert.  Fast forward to 2010.  A new Tylenol crisis.  And, this time, J&J sends salesmen (and women) into the field to buy up tainted products to hush up the issue.  But, it’s way bigger than that- covering whole plants and divisions.  J&J’s mission statement was no longer its mission.

IBM’s statement is a little different. “At IBM, we strive to lead in the invention, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.”   Lou Gerstner – who turned IBM around in his decade at the helm exuded more pizazz on a bad day that that statement on a good day.  Sam Palmisano (his successor) is about the same. Why not use some of that savvy to inspire others?- or just kill the mission statement, which is about as bland as it can be.  (I am not meaning to pick on IBM per se.  I could use many others- the Red Cross,  the MacArthur Foundation- two of which have inspiring missions, but lack valid mission statements.)

Our mission statement has a single line- but, there is a follow on paragraph.  “We want to make the world better- one client at a time.”  “Adjuvancy employs knowledge, experience, and expertise, enhancing the efforts of all components, to accomplish one’s goals and mission completion.”  The first one is succinct.  And, we do that.  The paragraph explains how we do it.  And, we do that.

The point is:  Get on your mission.  Make sure you can explain that to your constituents.  And, then codify it into your mission statement.  Don’t have a committee write your mission statement, and don’t advertise your mission statement. Tell people what you’ve done, what you will do, and show them- every day.  Your mission statement will inspire your team- and make sense to all your stakeholders.

Roy A. Ackerman, Ph.D., E.A.

If you want more information, search my blogs for “mission” or check out www.adjuvancy.com/Literature.html
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14 thoughts on “Man on a Mission (the sexist version still sounds best, sorry)”

  1. Apparently, companies need to re-evaluate their mission statements whenever their path takes a different turn. Mission statements serve as a reminder as to what the company is all about. Think “elevator speech.” LOL

    1. Martha Giffen Martha: I think that missions need to be kept in mind EACH YEAR when the budget and project planning gets into gear. If you can’t fit the budget or project into the scope of the mission- why is it happening? And, if things keep being proposed that casue this issue to arise- one needs to recognize that the mission has changed.. Thanks for your thought-provoking comment. RAAckerman

  2. Wonderful post, Roy! I absolutely agree with conveying your mission to all concerned and living it on a daily basis. I think the bland thing trips people up a lot. People often see mission statements as formal, boring outlines of what they’re about rather than as vital and succinct statements that inspire.

  3. If people are going to come into the next economic cycle they will need to be on Purpose work with passion and perform to meet buyer needs.
    Mission is a great way to express purpose but only if the energy of the passion is there too

    1. Roberta Vision and Mission, to me, are identical to be “on Purpose”. If you are not following your mission, how can you possibly be on your purpose. Purpose does not connote any energy of passion more than does mission. Moreover, I doubt Christians or Mormons send out folks on “missions’ expecting no energy or passion to be so imparted. As you can see, I am somewhat perplexed by your statement. Thanks for the chance to discuss, though. RAAckerman

  4. An excellent review of why your mission statement is important to your organization, you and those who might be inspired by what you do. I appreciate where you point out that you have to be able to explain it! Fancy (and often long and uninspired) mission statements that only collect dust are a waste of time and space aren’t they? Great points.

  5. Appreciate your in depth thoughts and information here Roy. A mission statement is the voice of your passion and commitment to others. Thank you for sharing your points with regarding to getting a mission statement put together.

    1. Thanks, Lynn. But, the mission has to be described by the mission statement, too. When it doesn’t, you either need a new mission statement or a personal alignment.

  6. Isn’t mission statement more like the goal or similar to it? I am sorry I might be a bit slow at getting a hang of this 🙁

    1. Check out the Literature section of our website. We have a great (of course, I wrote it) article on Vision, Mission, and Goals…

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