Issue No. 140 of Your Weekly Staff Meeting spotlights a reference book with 101 corporate mission statements. The shortest is from Amgen Inc.—“To serve patients.” And this reminder, check out my Management Buckets website with dozens of resources and downloadable worksheets for your staff meetings.
Gr-r-reat Mission Statements
Peter Drucker said that a good mission statement should fit on a t-shirt. “Together we will build the world’s most extraordinary food company,” is the bold mission statement of Campbell Soup Company. Chiquita Brands International, Inc., in part, promises, “We will win the hearts and the smiles of the world’s consumers…” Kellogg Company’s “identity” statement actually prompts a smile: “We build Gr-r-reat brands and make the world a little happier by bringing our best to you.”
This week’s resource book delivers the “positioning statements” (vision, core values, brand promises, objectives, etc.) of 101 companies in one-page snippets. It’s fun reading. “The Coca-Cola Company exists to benefit and refresh everyone it touches.” That’s inspiring! Pepsico’s mission statement isn’t.
How about your mission statement? No one disagrees that everything you do must flow out of your mission statement. Your programs must be aligned with your mission statement. Your branding must enhance your mission statement.
Yet! When I facilitate management workshops, I always poll the audience. “Please stand up if you can put your hand on your heart and recite your organization’s mission statement by memory.” That’s when I get the deer-in-the-headlights look and otherwise bright leaders and managers break all eye contact with me. Usually, less than five percent of my workshop participants can pass the test. What’s the deal here?
I’ve concluded that most mission statements are too wordy, too boring and don’t inspire. They don’t energize staff members, board members or volunteers. And few CEOs take the time to connect the mission statement with real-life-in-the-trenches. The mission statement is a dusty plaque on the wall—not a daily inspiration.
Jeffrey Abrahams writes, “People, by their very nature, seem to ennoble a task by endowing it with a stated mission.” If it’s time to dust off your mission statement, as part of your annual three-year rolling strategic plan process, here’s a great resource. To order this week’s book from Amazon, click on this title: 101 Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement, by Jeffrey Abrahams.
The book includes a list of 75 key words (many are powerful and compelling) that the author has captured from some of the best mission statements. He begins with 10 short pages on how to use the book. The variety of corporate expressions is stunning—with examples to fit almost any culture. My opinion: about two-thirds are still too long, but the gems on numerous pages are worth the journey. This book is a no-brainer addition to any leader’s toolkit.
And speaking of the Lakers (sorry, Houston) and the Magic (sorry, Boston), I had the privilege of being interviewed on Pat William’s weekend radio talk show last month. Pat is the senior vice president of the Orlando Magic, the NBA basketball team. So while doing my homework before the program, I came across their extraordinary mission statement:"To be world champions on and off the court, delivering legendary moments every step of the way."
Your Weekly Staff Meeting Questions:
1) Who can put their hand on their heart, stand and recite our mission statement, word perfect? (Starbucks cards to each team member that can do this!)
2) If the Orlando Magic’s mission statement is a “10” (on a scale of 1 to 10 with 10 being high), what rating would you give our organization’s mission statement? Why? Is it time to re-visit our mission statement?
Delegate Your Reading - Insights from Mastering the Management Buckets: 20 Critical Competencies for Leading Your Business or Nonprofit
One of the big ideas in the Book Bucket, Chapter 5, in Mastering the Management Buckets, is to create your Top-100 Books List. In a journal or on your computer, begin to assemble your list. One rule: You may only list books you have actually read, not read about. I recommend that you list them under the 20 management buckets, though you may have another system that works for you.
And remember—it’s not cheating to delegate your reading! Imagine the “Leaders Are Readers” powerhouse team you could leverage if each person on your team was serious about building and sharing his or her Top-100 Books List. If you have four direct reports and each one reads and reports on just one book a month, your collective team’s reading and new insights will equal 60 books a year. (If you don’t have a team, start a book club with this approach.)
Once you reach 100 books on your personal list, then decide which ones are your Top-20, Top-10 and Top-3. It’s a great exercise and a life-long learning discipline. If you’re a listener and not a reader, build your list with audio books.
For more help, download Worksheet #5.1, My Top-100 Books List from the Book Bucket page at my Management Buckets website. Be sure to note best chapters and niche notes for each book to use in your coaching and mentoring opportunities.
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