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One of the most misunderstood and undervalued tools in business is the mission statement. The core problem with many of them today is that there is a total disconnect between that statement and the day-to-day running of the business.
Too many businesses that take the time to craft a painstakingly detailed mission statement hang it in a beautiful frame in the lobby and promote it on their website and of course include it in the company handbook and that's it. There is no systematic application of that mission statement with respect to the way in which the company runs their business.
What people fail to realize, is that a mission statement is only as powerful as the actions taken to execute the values espoused in that statement and the consistency with which the company continually lives those values. If a company and its leaders do not live it, then neither will the employees. If the leader does not consciously live those values and incorporate them into every action or decision that is made in the company, then it becomes impotent and has no power what so ever.
A great company that exemplifies this is Ben and Jerry's. See their mission statement and the corresponding initiatives that have evolved from that mission statement.
Ben & Jerry's Mission Statement:
"To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment."
How they walk the talk:
• By definition, the manufacturing of products creates waste. We strive to minimize our negative impact on the environment.
• The growing of food is overly reliant on the use of toxic chemicals and other methods that are unsustainable. We support sustainable and safe methods of food production that reduce environmental degradation, maintain the productivity of the land over time, and support the economic viability of family farms and rural communities.
In running this successful $ 200 million plus business, Ben and Jerry's has (and I imagine will continue) to make significant business decisions that will have an important impact on their bottom line in alignment with their corporate statement. They are staying true to their roots and as you can see, this formula has paid off well for them since opening their first location in 1977.
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