Business Management

view printable version or PDF Format.
Download a free PDF reader from Adobe Acrobat

“Fact Sheet #668: Focusing Your Dreams: Creating a Mission Statement”

Mission statements are popular in today's business world. In many companies they are the driving force behind high productivity, quality products, customer satisfaction, and substantial profits. In other organizations they are lofty aspirations proposed by top brass and viewed by employees as senseless gimmicks to promote worker dedication and enthusiasm. But if mission statements are crafted effectively, they can be a foundation for assessing needs, determining objectives, setting goals, and making the daily decisions that will propel an individual, a business, or an organization toward success.

A good mission statement succinctly defines a person or an organization. It describes what they are trying to accomplish and what they value. It explains "who we are, what we do, where we're headed" (Figure 1). Mission statements provide those involved in their creation with a vision of the future and a basis for strategic long-term planning. They provide a foundation for effective leadership and efficient management.

Are mission statements useful for you as a farmer in managing your business? They are if you will make the effort to think deeply about your future and the future of the farm. Consider the following questions as you contemplate your mission statement: What are your ambitions? What would you like to see happen over the years as you work toward retirement? What economic standard of living do you seek? How long do you want the farm business to continue? Do you want to transfer it to the next generation? How much time do you want for nonfarm activities? How much leisure time do you want for your family? What contributions do you want to make to the community? What values do you live by?

Figure 1. Sample mission statements

As you express the answers to these questions in the form of a mission statement you will crystallize your thinking and create a clear picture of what you want your future to look like. You should review your mission statement often, at least weekly. You may want to add to it or revise it occasionally. Many people develop both a personal mission statement and a mission statement for their business.

Discuss the concept of a mission statement with all those directly involved in the operation of the farm. This could be your spouse, parents, children, and employees. Find out what their long term goals and ambitions are. Encourage them to think about what should be included in the mission statement.

After following the steps in Developing a Mission Statement, choose a time to sit down and write a rough draft of your mission statement. Summarize in this draft your thoughts and those of family members and employees. Let the others involved in the farm review and edit the draft. Do not be concerned with the quality or length of the draft; you will make improvements over time. A mission may be concisely stated in a couple of sentences or thoroughly detailed in a lengthy paragraph. Most important, it should reflect your perceptions of the end result of all endeavors invested in your business. When you feel the mission statement is in final form, have it printed, framed, and mounted in the farm office and other places on the farm where business is conducted.

The value of a mission statement is in its frequent use. Review it when you are conducting a needs assessment, determining objectives, and setting goals. Over time it will become ingrained in the minds of all involved in the business and will be a positive force in furthering the success of the organization.

Developing a Mission Statement

The following steps will help you develop your mission statement:

First

Envision yourself in your retirement years. Think about the things you would like to have accomplished in your life or the things you would like people to remember and respect you for. The following are important areas to consider: your principles and values; your family; your farm business; your friends and neighbors; your church and civic organizations. As you reflect on these things, think broadly and do not limit your ideas. Take notes on a small notepad that you can carry around with you, but make no effort to organize your thoughts at this stage. Simply write down ideas as they come to you.

Second

Begin to think more specifically and make additional notes in your notepad. Answer the following questions about your business and personal life.

• What values do I choose as a foundation for my business?
• What is the purpose of my business & What products and services will I provide?
• What would I like my business to be?
• What position will it have in the community and industry?
• What will its strengths be, and what level of growth do I expect for the business?

• What principles do I choose as a foundation for my life?
• What would I like to accomplish and contribute?
• What would I like to be?
• How do I fit into my family and community?
• What are my strengths?

Third

Use your notes to fill out Worksheet 1. (Two copies are provided so you can complete Worksheet 1 twice if you wish: once for a business mission statement and again for a personal mission statement.) If other members of the business or family are involved in writing the business mission statement, then compile your notes on the worksheet.

Last

Use the copies of Worksheet 2 (or your own paper) to draft business and personal mission statements. When these mission statements are in final form, have them professionally printed or use a computer to print them. Frame your business mission statement, and hang it in your business office or in another prominent location in your business. Put your personal mission statement where you can refer to it often.

Worksheet 1

Organizing Your Notes to Write a Mission Statement
1. In the square, write a phrase or paragraph that describes your farm business (for a business mission statement) or you as a person (for a personal mission statement).
2. In the ovals, write the things that are important to you, that you value, or indicate ypur future direction.

Worksheet 1 (extra copy)

Organizing Your Notes to Write a Mission Statement
1. In the square, write a phrase or paragraph that describes your farm business (for a business mission statement) or you as a person (for a personal mission statement).
2. In the ovals, write the things that are important to you, that you value, or indicate ypur future direction.

Worksheet 2

Writing Your Mission Statement
Draft and refine a mission statement that will reflect your values and long-term aspirations.

Worksheet 2 (extra copy)

Writing Your Mission Statement
Draft and refine a mission statement that will reflect your values and long-term aspirations.

Equal opportunity employer and equal access programs.