Redefining Your Mission Statement

Haven't updated your mission statement since you started your business? Here's how to get started.

Reassessing your mission statement starts with asking youremployees how closely it reflects how the company works. Is itrealistic? Are we living up to it? Is it used on the job? Where canwe do better? This critical look in the entrepreneurial mirror isdaunting, but the rewards are great. You'll connect with youremployees, who will respect you for taking an honest, warts-and-alllook at your company. A staff meeting or a survey are both goodoptions for getting feedback.

If you find dissonance in your mission statement, get rid of it.That may require changing some of your company procedures.Don't leave yourself any wiggle room, either. If you write thatyour company will have "integrity," for example, whatdoes that mean? Your mission statement should define what integritymeans on the job, and how it will be measured in companyperformance. Make sure your mission statement is specific,measurable, attainable, relevant and trackable. You'll increaseits usefulness as a benchmark in staff meetings as well as in yourbrand strategy.

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