Missions and Marketing

I recently came across a post LinkedIn offers a dozen inspiring statements corporate mission, as it was reviewed by a website popular business, and was struck by the commonly misunderstood form is the enigma of the publication of the public and the use of statements mission as part of promotional messages in your organization.

Many companies have a habit of hanging their mission statement prominently in the lobby of the company, post them on your website, or publish them on the back of the business cards of the company. The practice is common, but the strategy may be reckless.

I visited one whose mission was well designed, professionally framed and hung prominently in the reception area company. It was entitled "Our customers come first" and went on to expound on the seven ways in which the company and its employees would keep his promise to overcome expectations.It client was obviously aimed at customers that pass through the reception area.

Later I was invited to the inner offices of an organization and after my meeting shared a coffee with my host employee of the company cafeteria. There on the wall was the mission of the company, "customers are our livelihood" as previous experience and the way the staff could ensure customers are served to the highest possible standards detailed. Essentially these two mission statements were similar. The main difference was that occupied the wall, the first outer projection for marketing purposes, the second intended only for employees.

Brazenly proclaiming maximum commitment of the organization to customers issued on a promise to overcome customer expectations. Such use of a mission statement is the equivalent of a written business to reach the top of Everest dedication. Companies want customers to know they are doing their best to please; but promising to do so and to be seen doing it are two different things. As we all know, actions speak louder than words.

The Catch-22 last hawking a fervent oath is violating a fundamental principle ... the marketing of over-promising and under delivering. Marketing teaches that the hallmark of successful companies is to exceed customer expectations. So why make a public statement that, although you do with all sincerity, set too high expectations?

A mission statements is an internally generated supreme standard of excellence that an organization is set to achieve. Not unlike an Olympic athlete promising to end or break the world record in their sport. The failure rate is huge, but the discipline required is admirable. and lessons learned are valuable.

How is a company to avoid putting yourself in a position to risk customer cynicism and an almost certain goal deficit? This is a dilemma that many companies are often handled incorrectly.

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