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HOW TO CREATE A MISSION STATEMENT
Step 1: Develop Your Winning Idea
First, identify your organization's "winning idea," or unique selling proposition (USP). This is the idea or approach that makes your organization stand out from its competitors, and it is the reason that customers come to you and not your competitors.
Step 2: Clarify Your Goal
Next, make a short list of the most important measures of success for this idea.
For instance, if your winning idea is to create cutting-edge products in a particular industry, how will you know when you've accomplished this goal? If your idea is to provide excellent customer service in an area, what key performance indicator will let you know that your customers are truly satisfied?
You don't have to include exact figures here, but it's important to have a general idea of what success looks like, so that you know when you've achieved it.
Combine your winning idea and success measures into a general, but measurable goal.
Refine the words until you have a concise statement that expresses your ideas, measures and a desired result.
EXAMPLE
Take the example of a produce store, "Farm Fresh Produce", whose winning idea is "providing farm freshness." The owner identifies two key measures of her success: freshness and customer satisfaction. She creates the following mission statement, which combines the winning idea and her measures of success:
"To be the number one produce store in Main Town by selling the highest quality, freshest farm produce directly from farm to customer, with high customer satisfaction."
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