Importance of a mission
The first chapter explains the strategic importance of a corporate mission. Then a definition of role and function follows. An adequate mission is the motor of an inspired organization. This mission is primarily focussed on long-term goals and has nothing to do with short-term thinking, fast financial profit or management hypes. The power only liberates itself if a few conditions are fulfilled. The organization can only “live” his mission on the condition that it is authentic and has sufficient basis in all echelons. This means that the mission is recognized, acknowledged and practised by all employees.
Who are we?
Chapter two gives an answer to the question: “Who are we as an organization and what is our strength?” Without self-knowledge it is almost impossible to create an effective mission. Understanding of the identity of who we are as an organization, provides us the basis to focus on – and gives us a sense of direction in our thoughts and actions. Sources of energy of an organization are among other things: the philosophy, the core competences, the shared values, the culture of the organization. Besides the sources of power which have a positive effect on the thoughts and actions of every employee one must not ignore the drawbacks of restrictive and obstructing behaviour. For instance fixed attitudes, prejudices and conservative ideas. These are important obstacles to realise the mission of an organisation. As a result of the questions asked in this chapter one can distillate – besides self-knowledge – some basic elements for creating the mission and vision statement.
Unique contribution
The questions in chapter three are focussed on the development of the mission. In other words “Which unique contribution do we offer society? This is the central chapter in Mission at Work®. An adequate mission is brief, not longer than a sentence and is the meaning/sense of the organization. This sentence exists of three components: the added and distinct value for the customer, action verbs and the target group (core customer).
The essence of an organization is reducible to a lasting guiding principal: the added and distinct value for the customer. The mission is in fact a summary of what the organization stands for (guiding principle) and what the organization aims for (process).
Besides above-mentioned, an organization’ s thoughts and actions will be directed by a limited number of values (not more than three or four). It is essential to make these values explicit. Not only internal, in the consciousness of all employees, but also external for clients, suppliers et cetera.
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