Your problems aren't unique, your mission should be.

I was called into facilitate strategic planning at a small organization who’s board chair recently resigned. I met with the President about common problems with boards. The largest problem being board members going around the chair to make requests from staff.

The President assumed that someone on the board had been talking to me about the issues the organization is facing. This wasn’t true – their problems aren’t unique. I was talking about the common issues that I see when working with organizations.

If the issues that organizations face are similar, how can they distinguish themselves in the marketplace? Through their mission.

A mission should speak to your customers and potential customers. You must know who they are and what needs they have that you can fulfill. Most missions are too general. If you can create a unique mission and follow it, then you can set yourself apart from others in your industry. Don’t start describing the activities that you do, stay at a higher level – what needs you fulfill through which products and services.

Here’s the three questions a mission should answer:

1. Who do we serve?

   • Our market

   • Our primary customers

    

2. What needs do we fulfil?

   • Customer or societal needs

    

3. What do we produce or provide?

   • Products, Service

   • Benefits

    

Hold deep discussions around these three questions, and you will be able to write a mission that will drive behaviors & decisions in your organization. The right actions to show your customers & potential customers that you are different from your competition and you can meet their needs.

Bottom line, all organizations face common problems. You can distinguish yourself by having a unique mission!

Want to read more about creating a better vision? Click on 6 Rules for Great Visions.

Contact me Valerie.MacLeod@HainesCentre.com