The Best Style For Vision and Mission Statements - Less is More

By Clint Burdett

As a strategic planning consultant and facilitator, I have helped many companies write their vision and mission statements. There are key components to include and it often takes hours to write because at a core, personal level, the boss or team are writing down who you are and what needs to be done, together. The best style example that I have seen was Starbucks' 2004 version of a blended mission, vision statements on their website and in their SEC filings with seven key components.

In the mission and vision statements, use the active voice. The objective is to write concisely and clearly for the target audience so it motivates and to include seven key components. Some components should be combined, less is more! Using Starbucks' formal statement to the SEC as an example, "Starbucks Corporation purchases and roasts high-quality whole bean coffees and sells them, along with... primarily through Company-operated retail stores." That defines the business, the first three components are:

• Who - Starbucks Corporation
• What - purchases and roasts high-quality whole bean coffees and sells them, along with...
• How - primarily through Company-operated retail stores

In the mission statement to its customers, "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow" the next two components are:

• A promise to the customer - the premier purveyor of the finest coffee
• The geographic focus - in the world

In their 2004 vision for their employees, "To establish Starbucks as the most recognized and respected brand in the world," the last two components are:

• A goal that stretches - the most recognized and respected brand in the world
• Sometimes you add a timeline, a goal to complete achieve the vision by a certain time.

Compare their current version on their website to the 2004 example below, which will explain how the company is changing. It is quite a change. The best vision and mission statements combine the essence of the business's vision and mission - clear, concise, direct. The better your brand is known, the less you need to say. If you can do all 7 in a short phrase, outstanding. It is hard to do!

Clint Burdett CMC. A strategic planning consultant, expert strategic planning facilitator and executive coach. Author of "A Practical Guide to Strategy Formulation: A Comprehensive Resource for the Strategic Planning Team" at http://www.clintburdett.com.