Trigger Strategy Questions – Needs Analysis Documentation Part I – Mission Statements

// June 12th, 2010 // Strategy

How is a “Strategy Definition Document” constructed and what is it’s purpose?

Strategy in general terms can be defined as the overall plan or road map to accomplish something, as opposed to a detailed focused plan. Strategies are the long term drivers and action steps defined to bring a project to life.  They are high level and they serve to guide decisions in a project.  They serve to give groups and meetings perspective and is written in business speak.

There are essentially 4 parts that make up a Strategy Definition Document. Yes. There could be more but I am writing this post.

  1. A concisely developed project mission statement
  2. Primary and secondary business objectives
  3. Profiles of target market
  4. Competitive landscape & value proposition

On Mission Statements

Personal, project, AND organizational success has been shown to be greatly increased when all people involved are aware of “what are we doing”.   A mission statement defines the “what” but it is also equally important to assert personal/company values alongside the “what are we doing”. It should be clear and compelling and help to focus people’s efforts.

My two favorite mission statements:

  1. 3M – “To solve unsolved problems innovatively”
  2. Disney – “To make people happy”
  3. Google – “to organize the world’s information and make it universally accessible and useful”

Companies whose employees understand the mission and goals enjoy a 29 percent greater return than other firms (Watson Wyatt Work Study).

U.S. workers want their work to make a difference, but 75% do not think their company’s mission statement has become the way they do business (Workplace 2000 Employee Insight Survey).

MISSION STATEMENT INSIGHT QUESTIONS

  • What do we most want to accomplish?
  • What problem do we solve?
  • What is our reason for existing?

CRITERIA FOR EVALUATING GREAT MISSION STATEMENTS

  • Is it client/need focused?
  • Does it inspire employees and client?
  • Is it memorable and sharply focused?
  • Does it say what we want to be remembered for?
  • Is it clear, concise, and easily understood?

Mission statements are widely used and can be applied to many types of projects.  Even projects within projects.  Even writing a personal mission statement can be helpful in making day to day decisions.  But back to the Strategy Definition Document.  I use the SDD with web projects on a regular basis to help drive the success of the project.  The mission statement then becomes not the company mission statement but rather the web site’s mission statement.  It is common for business owner’s and CEO’s to overlook that their websites  are an “extension of” the core business.  It has it’s own mission which is distinct and yet supportive of the company’s mission.

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