THE MISSION STATEMENT: WHAT DOES YOUR T-SHIRT SAY?
by Mike Manes
How to tailor an effective mission statement for your agency.
This article started with a bet, a disagreement between friends, and ended with the wisdom of one of our nation’s greatest leaders. The essence of the article is captured simply in a letter and a handwritten note: A question and an answer. The letter follows:
May 1, 1998
General Colin Powell
Address Withheld
Washington D.C. 20037
Dear General Powell:
In a recent discussion with Steve Cavanaugh, President and CEO of the Louisiana Workers Compensation Corp., I made the following comment:
‘The difference between our success in Desert Storm and our failure in Vietnam was that in Desert Storm we had a clearly articulated mission and in Vietnam we didn’t.’
Steve disputed this statement. It was his belief that improved technology was the primary difference in the outcomes of these conflicts.
We both agreed to accept your opinion as law. Please help us resolve this dispute.
Thank you for taking time to consider this on our behalf. More importantly, thank you for your tremendous contributions to our country.
Sincerely,
Michael G. Manes
In two weeks to the day, we had our answer in a handwritten memo. It follows:
15 May 98
General Colin L. Powell, USA (Retired)
Address Withheld
Washington D.C. 22314
Dear Mr. Manes,
You’re both right!
Wars are won by a combination of the right policies, the right weapons and technology, and most importantly, dedicated and courageous troops.
Sincerely,
Colin Powell
I won the bet. Steve had agreed that if I could get an answer from General Powell, I’d win regardless of what he said. I responded with this thank-you note:
Dear General Powell:
Thank you for your response. From your history, I know you’re a great warrior.
From your answer, I know you’re a great peacemaker.
Thanks again,
Mike Manes
According to Max DePree, a prominent authority on leadership, “the first role of a leader is to define reality.” In basic terms, this role requires you to identify your Current Reality: The starting point.
Henry Kissinger said, “the task of the leader is to get people from where they are to where they have not been.” This is your Vision: The future ideal the end game.
To be successful as a leader you must bridge these points. The Mission is the vehicle created for this journey. The Mission defines your organization: Who it is, what it does, and for whom. It’s the rallying point for the courageous and dedicated team members who’ll join you on this trip.
The Mission provides MOE: A rallying point to Mobilize, Organize, and Energize your company. Technology provides a critical tool that your people will use to achieve the Mission. Sometimes the Mission facilitates the development and utilization of technology.
I believe that Ronald Reagan defeated and dismantled the Soviet Union without firing a shot. Technology was an important part of his Vision and his plan. Having, but not using, technology was sufficient for him to accomplish his Mission.
When John F. Kennedy said, “I believe this nation should establish for itself the goal, before this decade is out, to land a man on the moon and return him safely to earth (May 25, 1961),” the technology for such an endeavor didn’t exist. It became a critical part of the Vision and Mission. It was the tool we used. It wasn’t the rallying point — but rather the toolbox.
Today’s world is the most rapidly moving, competitive, and challenging that we’ve ever seen. Success in the past guarantees nothing. Good technology, good tools, and good intentions alone won’t get you there.
What’s critical is a shared Vision, a Mission to achieve that Vision, and dedicated and courageous followers who will use technology and any other tools needed to achieve the Mission and capture the Vision.
Peter Drucker stresses the importance of making sure that everyone inside and outside of your organization knows and understands your Mission. He suggests that a Mission Statement that can fit on a T-Shirt can probably be communicated effectively. To maximize the effectiveness of your team and their efforts, they need to understand your Mission and commit to it. They need to “Get It, Believe It, and Live It.”
In reality, most Mission Statements are too long to fit on a T-Shirt. It’s possible, however, to abbreviate the theme and power of a Mission Statement into a few words onto the front of a T-shirt.
Here are the two best that I’ve seen in the past year:
“Member Driven, Member Defined”
The Louisiana Bankers Association
“Reach, Teach, and Unleash”
The Highland Park United Methodist Church
If you know these organizations you know that this is what they’re about. If you don’t know them, this gives you a reasonable insight into who they are and what they do.
So, I ask you: “What does your T-shirt say?”
Michael G. Manes can be reached at Square One Consulting, 625 Weeks Street
New Iberia, LA 70560, (225) 939-5944 (cell), e-mail [email protected], or visit www.squareoneconsulting.com.