Question

What is a difference between a good and bad mission statement?

Answer 1

A mission statement is an indication of the purpose of existence of the organisation. It defines the business company does and the way of doing it . It also defines its customers and the value it creates for them thorugh its business. It also defines the path it wants to follow as its future strategy through its guiding principles which are also emphasised in the statement.

A good mission statement is clear, crisp and concise. It should be simple to interpret and understand and should be able to connect instantly with the target audience. It should indicate the value proposition for customers in clear terms and the way they will benefit from the products / services of the company.

A bad mission statement is clumsy, too long and difficult to understand, unable to communicate the crux to the target audience due to difficult language and words and lacks clarity of purpose. A bad statement is often overlooked by the customers.