1) Vague & incomplete : the statement is not specific or clear regarding what the company is doing to

prepare for the future.

2) Not forward looking : the statement does not indicate how the management plans to change and move
from present focus to future
3) Too broad : the statement is too generic in nature; it appears that the company can follow any industry or
market.

02/10/16

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Mission statements say why the business is unique. A mission statement is not developed exclusively by the
general manager. It is a collaborative effort and is developed by the management team and line staff. In
short, it is developed by those who will live by it, enforce it, and ensure its success. How the mission
statement is developed is as important as the statement itself. The process seeks inclusion, values all input,
and works by consensus building. The mission belongs to all employees, not just the general manager.
It should evoke some personal response. It needs to be worked on until it gets to be so clear that reminding
yourself of it will keep you, on a really bad day, from walking out and quitting.
Research has shown that people who have an understanding or reason for what they are doing, do much
better in times of stress. This sense of coherence or mission helps people focus and endure challenges that
stand in the way of their realizing their vision. With a clear mission, people know what is important to them
and can focus their activity. They can be strategic and pick priorities rather than be reactive.