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Experience
shows that companies with a clear and ever-present mission statement surpass
their competition and last in the marketplace. Mission statements define,
preserve and strengthen a company’s unique competitive advantages.
You
want to create a statement that you and your team can look to every day and
ask “Am I fulfilling the company’s mission?” For example, one mission
statement could be “to be the leading game software developer for
teens.” A more actionable mission statement would be “Surpass XYZ games
developer in sales, customer experience and speed to market.” The second
mission statement has clear goals and direction, while the more abstract
version would be more appropriate for a vision statement than a mission
statement. The second statement clearly supports the vision statement.
A
mission statement has several defining and distinguishing characteristics:
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It
motivates your team
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It
translates into what your employees do every day
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It
states a goal that can be measured and identified easily
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It
reflects and is rooted in the competitive environment in which your
company functions
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