According to Hill, the mission statement consists of:
- A statement containing the reason for using your product
- A statement of some desired future state (vision)
- A statement of the key values the organization is committed to
- A statement of major goals
The mission statement can be used to resolve differences between business stakeholders. Stakeholders include: employees including managers and executives, stockholders, board of directors, customers, suppliers, distributors, creditors, governments (local, state, federal, etc.), unions, competitors, NGO's, and the general public. Stakeholders affect, and are affected by, the organization's strategies.
This is not a short process. Look for all the things you have in common. Make a list. Write down all the things that make you different from your competition. Write down your success, the things you do well. Write down your challenges, the things you could do better. Look for the verbs, the actions that you do. Make a new list. Start constructing a short statement that reflects the items you have identified above. Keep it to 3 or 4 short sentences. All the problems become smaller if you don’t dodge them, but confront them. "
" William S. Halsey