The mission statement defines the organization's fundamental
relationship with its customers. It should be concise and specific.
It explains the current business design and expresses your core purpose.
In 2003, Starbucks, in a formal style for the SEC, defines its purpose
as:
Starbucks Corporation purchases and roasts high-quality whole bean
coffees and sells them, along with fresh, rich-brewed coffees, Italian-style
espresso beverages, cold blended beverages, a variety of pastries and
confections, coffee-related accessories and equipment, a selection of
premium teas and a line of compact discs primarily through Company-operated
retail stores.
And in 2003, Starbucks' mission
statement challenges
their employees and is a clearer statement of the firm's fundamental
purpose and business design (core competencies) than the legal language in the SEC filing:
Establish Starbucks as the premier
purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow. (followed
by six principles)
Our mission: to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time. (followed by six principles)
Vision
The vision is the long-range objective. In this example, Starbucks'
mission statement could also be their vision, but reading further in
the SEC-10K,
Part 1, Item 1, I find their vision:
To establish Starbucks
as the most recognized and respected brand in the world.
Notice the styles above could serve as the mission
or vision. It depends on the audience - lawyers, customers, the community,
employees or investors?
I created this video for a client ... purpose, mission and vision are very personal.
