1. Mission & Organisational Culture

2. Mission Statement
A means of communicating to key stakeholders what the company is doing and what it ought to be doing
Clearly sets out the primary purpose of the organisation, its values and distinctive features, and provides a rationale for its strategic plan
Should be presented in as clear, concise and memorable a way as possible

3. Examples Disney – ‘to make people happy’
3M – ‘to solve unsolved problems innovatively’
Boeing – ‘to push the leading edge of aviation, taking huge challenges, doing what others cannot do’
Pizza Express – ‘high-quality produce and authentic food served in stylish surroundings at value-for-money prices

4. Why use a mission statement?
In a large company, allows vision to be shared by all employees
Provide a common purpose among employees, which is above individual or departmental needs
Communicate with external stakeholders, e.g. investors, local community, etc.

5. Factors to consider
Difficult to draw up a mission statement for a large organisation
How do you write a single-sentence mission statement for a supermarket that is also a bank?
Mission lists or mission booklets – but less memorable (Imperial Tobacco)
Start from the top and get everyone involved
Review – monitor & alter as necessary

6. Microsoft 20 years ago: Today
A computer on every desk and in every home
Today
At Microsoft, we work to help people and businesses throughout the world realise their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible

7. Problems with mission statements
Some have been criticised for containing idealistic values that have no meaning in practice
Are they simply part of a PR strategy?
How are the high ideals put into practice?
Some fail to have any impact on company performance because they do not provide a clear signal as to how the purpose, values & strategy should guide employees’ standards and behaviour

8. British Rail ‘We’re getting there’
Noted for its delays & cancellations of train services
Does the mission statement match what is actually happening?
Are there any negative implications?