ReidCurry Consulting

How does this one sound? The WTG will serve as a coalition of community organizations, government agencies, and area businesses to fund efficient combinations of social and economic investment. In 2002 NASA's mission was: To understand and protect our home planet; to explore the universe and search for life; to inspire the next generation of explorers” This was changed in 2006 to read: “To pioneer the future in space exploration, scientific discovery, and aeronautics research."  Nike is well known for its position in its statement, "Destroy the competition".   In brief, it can be soft, lofty or on point in three words.

Select Ends over Means

List ends. The mission statement addresses the differences a nonprofit group will make for its beneficiaries or what a company will for its stockholders.  Remove declarations that describe what the members propose for the organization as “functions”. The statement should be an “all ends” declaration - it must deal with the world outside the operation of the organization.

State Ends Not Effort

The language used in the mission statement must alter statements of effort to those of final or ultimate effect. Words such as “try, seek, influence or encourage” are not acceptable. Words such as these may relate specifically to ends, but they lack strength.

Look at the Verbs and Nouns

Verbs describe something in existence as action or an occurrence. Make sure the ones chosen for the mission statement do not avoid or evade the actual desired ends. When it comes to the selection of nouns (persons, places, things) it is best to use all three. What persons, in what places will accomplish what things?

For example, if an institution is to serve people in a specific place, nouns such as education, program and advocacy mean less than – support for average students, with state school scholarships, to produce five graduates in the social sciences per year.

Test for Accuracy and Brevity

Less is more in a mission statement. Does the statement seem padded? Try crossing out every other word and rewrite. Is the real point buried in a paragraph? Making it sound superior, or lofty, is not the function of a mission statement. Will the statement serve as the foundation upon which all other ends and policies are established.

Review the Scope for Measures

We can all say we want to make a wonderful world for everyone, but what is the reasonable degree of probable impact that your organization intends. To find this out, it is best to re-work and review the initial concrete list of actual effects and ends to start things off. This means one thing -- measurable ends. Determine measures that help evaluate the mission. Know the differences in measuring the impact of 1,000 school scholarships in a community from the merit of 10,000 changed hearts and minds.

Ask Why Five Times

You have to trust us with this one....