It’s time to redraft your mission statement

Abstract

Analyses mission statements and defines them as “enduring statements of purpose” that distinguish one organization from other similar enterprises. Suggest that a well‐crafted mission statement can provide advantages or benefits to a company. States mission statements need to be longer than a phrase or sentence, but not a two‐page document, and not overly specific with regard to values, percentages, numbers, goals, or strategies. Concludes that better mission statements will give rewarding payoffs, meaning enhanced personal and business performance.

Citation

David, F.R. and David, F.R. (2003), "It’s time to redraft your mission statement", Journal of Business Strategy, Vol. 24 No. 1, pp. 11-14. https://doi.org/10.1108/02756660310508218