This manual is from THE LEADERSHIP EXCELLENCE SERIES

1. The Leadership Excellence Series
Developing a Mission
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2. A Few Examples
Nike’s Mission Statement
To bring inspiration and
innovation to every athlete in the
world. If you have a body, you
are an athlete.
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3. A Few Examples
Microsoft’s Mission Statement
At Microsoft, our mission and
values are to help people and
businesses throughout the world
realize their full potential.
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4. A Few Examples
The Toastmasters Club Mission
The mission of a Toastmasters club is to
provide a mutually supportive and positive
learning environment in which every
individual member has the opportunity to
develop oral communication and
leadership skills, which in turn foster
self-confidence and personal growth.
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5. Mission vs. Vision
 A mission explains how the organization
will achieve the vision.
 A vision is a mental picture of what the
organization aspires to be.
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6. Characteristics of a
Mission Statement
What it is:
 A foundation
 It explains:
 The purpose of your organization.
 How it daily serves its clients.
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7. Characteristics of a
Mission Statement
What it is:
 It describes:
 Primary products and services.
 A distinctive competitive advantage.
 An overall strategy for long-term success.
 Reflects the expected level of excellence.
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8. Characteristics of a
Mission Statement
What it is not:
 A mission is not detailed.
 A mission is not narrow in its scope.
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9. Characteristics of a
Mission Statement
What it does:
 It may determine:
 The competitive environment.
 How resources will be allocated.
 How many team members are needed.
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10. Creating Your
Mission Statement
Conduct a brainstorming meeting
to involve others.
Write down your organization’s:
 Values
 Beliefs
 Goals
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11. Creating Your
Mission Statement
Prioritize each value, belief, and goal.
Write a draft of your mission statement.
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12. Creating Your
Mission Statement
After each draft:
 Does this mission clearly depict what the
organization values and believes?
 Does this mission portray the goals of the
organization?
 Does this mission cause those involved
with the organization to positively act?
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13. Communicating
the Mission
Put it in writing.
Talk about the mission all the time.
Explain the benefits.
Be enthusiastic about the mission.
Describe how specific activities
achieve the mission.
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14. Conclusion
Reduce your plan to writing.
The moment you complete this,
you will have definitely given concrete
form to the intangible desire.
– Napoleon Hill
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