No one, and I mean literally no one, can recite their organization’s Mission Statement. This is not just true in the “Not-for-Profit” world but in the “For Profit/Business” world as well.
Mission Statements are WORDY, ALL INCLUSIVE, POLITICALLY CORRECT STATEMENTS WRITTEN WITH A THESAURUS BY A COMMITTEE.
If you don’t believe me, TEST IT! Ask three or more staff and volunteers to recite, in unison, your Mission Statement (without looking)!
*Compare this to Mother Theresa’s Mission Statement: “We must radiate God’s love.”
Your real goal is to have a MESSAGE that is CLEAR … COMPELLING … and CONCISE … and can be delivered in a CONSISTENT fashion!
It’s not just your organization that has trouble with Mission Statements. It’s a universal problem in the ‘real world’ of ‘for-profit’ business as well. (I’m wondering what ‘Mission Statements’ motivated Enron, WorldCom, Lehman Brothers???)
My favorite example is from a great company … that is 100 years old … and has a following that we all would die for:
This is my favorite company because it’s my ‘vehicle of choice’. But, this could be the ugliest, least inspiring, can’t believe they wrote it … Mission Statement ever.
However, look at the message, tagline, battle cry that is engraved, inspired or tattooed(!) somewhere on their ‘iron horses’, ‘hogs’, or bodies:
You get the point.
Special Note: The Harley-Davidson mantra can be paraphrased for all your investors:
It’s not about your MISSION STATEMENT … it’s about your MESSAGE.
The real goal is to have a MESSAGE that is CLEAR… CONCISE… COMPELLING… and can be delivered CONSISTENTLY.
Your MESSAGE should be able to be captured on a NAPKIN… and communicated in as few words as possible, ideally with a picture (visual).
Take a tip from the political world and STAY ON MESSAGE!
P.S. Don’t worry about trying to ‘change’ your Mission Statement. Leave it alone. It’s too painful a process. Just work on your MESSAGE!
In our world, that means someone can say, “not now” or “not a priority” for legitimate reasons, but never because they didn’t UNDERSTAND the VISION/MISSION/ MESSAGE!!!
3 Big Keys:
SIMPLICITY BREVITY CLARITY
“WE CAN’T POSSIBLY DO WHAT YOU’RE SUGGESTING, TOM. WE ARE JUST ‘TOO BIG’, ‘TOO IMPORTANT, TOO COMPLEX’.”
It takes 3 pages just to ‘introduce’ your organization as a preface to a 30-page proposal or grant request!!! (for $10,000!!)
Think about these ‘taglines’ as a Message:
“We’ll put a man on the moon before THE end of decade.”
“I have a dream.”
“Life, Liberty and the Pursuit of Happiness.”
“He’s not heavy, he’s my brother.”
“1,000 Points of Light.”
“Just Do It.”
“Like a Rock.”
“Live to Ride. Ride to Live.”
Bottom line: WHAT’S your MESSAGE???
