What defines a mission. Mission or purpose of the organization

A lot of materials have been written about such a concept as a “company mission”, ranging from books on marketing and branding to articles and posts on social networks.

Quite often, these publications are more like a scientific dissertation than a clear and easily applicable step-by-step instruction.

There are still open questions:

• Does every company, business, expert necessarily need a formulated mission?
• What is meant by "mission of the organization"?
• How to formulate the working mission of the brand, and what examples to focus on?

Let's start with the terminology.

What is meant by the "mission of the organization"?

In classical management, the definition of the term "mission" is as follows - this is a statement that reveals the philosophy of the organization's existence and the difference between this company and its similar ones.

This is a very broad understanding of the mission, which is quite easy to get confused. Let's try to make specifics in its essence and content.

The mission of the company should answer a simple question - why was the organization created? Usually, the answer that pops up first is to make a profit.

This is logical, but let's look at the question from a different angle: what is wrong in the world around you, and how does your company (or you personally, as an expert) intend to fix it?

Much clearer, and gives scope to the imagination, right?

Another important concept that is often confused with the mission of the company is the vision of the brand. It answers the question - how do you see the company in the future. Or, to rephrase the mission question, what will the world around you be like when you're done changing it.

Does every company need a mission?

Certainly not. It all depends on your scale, goals and ambitions - this is your personal choice.

The owner of a single tent selling hot dogs, the mission is unlikely to significantly help in business. But if you are an Internet entrepreneur and strive to create a successful and systematic digital business, you should think about developing a brand platform and start with the company's mission.

This, at first glance, a philosophical concept is a powerful tool for promotion, ensuring the loyalty of the target audience, a platform for setting strategic goals and setting priorities, an indicator of the strengths of the brand.

It is important to note that there is simply no single rule on how to formulate the mission of an organization. But this process is quite simple, and below we will try to outline its basic principles step by step.

6 Essential Elements of an Organization's Mission

When starting to form the text of the mission, be sure to consider the presence of at least 5 out of 6 attributes in it. You can sacrifice memorability, but observe the measure and respect for those people who will read your mission. For example, Avon's full mission statement consists of 307 words.

Stages of developing the mission of the organization

Despite the apparent complexity of the process of writing a mission, fundamentally, only 3 stages can be distinguished.

Stage 1. Creation of the mission skeleton

For clarity, we give all 5 key questions in the table with answers using the example of a babysitting agency for children.

Feel free to answer in detail - so you can definitely cover all the important points.

Stage 2. Reduction and generalization

The goal of the second stage is to cut off everything superfluous, leaving only the keywords, and then summarize them into one sentence.

Stage 3. Check

We return to the table above and check whether all 6 elements of a successful mission are taken into account. You can also discuss the final version of the brand mission with company employees, show it to your friends and listen to their opinion. If there are any shortcomings, we correct them.

The final version of the mission of the agency for nannies after all the transformations is as follows:

“Surround children with care, provide them with professional care and reliable supervision so that the little ones feel comfortable and parents feel calm.”

Agree, creating a brand mission is quite simple. And so that you are convinced of this and always have a sample for inspiration at hand - we will give several options for the mission of organizations.

Examples of missions of well-known companies

Why did we decide to focus on those companies that everyone is talking about? We could take a few Internet business niches and develop examples specifically for this article. But the mission of a company whose product features are unknown to you will be just a beautiful phrase, nothing more.

Therefore, consider examples of several of the most successful missions formulated by marketers. famous brands and startups.

Apple's mission is an example of respect for brand customers and is aimed at understanding them:

"We offer high quality products that free people's lives and work from hard and tedious work, make the world more convenient for life, and ensure the respect and loyalty of consumers."

Dropbox is a startup that few believed in in its early days. Today, the company's value is over a billion dollars, and their mission is:

“We create easy-to-use products based on trust. When people store their files in Dropbox, they can be sure that they are safe. The privacy of user data has always been and will always be our top priority.”

Marketers of the Lukoil oil concern have created a fairly short and capacious mission, which, nevertheless, reflects the purpose of the company's existence on the market:

"We are created to energy natural resources turn for the benefit of man.

The mission of the famous Japanese car manufacturer Toyota is more customer-oriented than the achievements of the company itself:

"Our mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high quality service and qualified service."

The mission of the Svyaznoy company:

“We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.”

And finally, 3 more important advice how to write a successful brand mission:

1. Don't talk about the company;
2. Don't mention "process" - how responsibly you approach your business;
3. focus solely on the result and the benefits that your target audience will receive from working with you.

And now that we have dealt with the pitfalls that may lie in wait for you when working on the mission of the organization, write in the comments, how would you formulate the mission for your business? And like if the content was useful to you.

When you pronounce the word "mission", some majestic epithets appear in your mind. It is associated exclusively with something global and large-scale. And what does modern management invest in the concept of "mission and goals of the organization"? Is this also something unimaginable or is it still an obligatory attribute of company management?

Definition

"Without a mission, no company can exist." These postulates are printed in all textbooks on marketing and management. This is based on philosophical reasoning that a company is created not for making a profit and making money, but for something noble, for example, improving the world order. From an economic point of view, such statements are absolutely not true: any entrepreneur wants to receive income from the invested funds and the effort expended. This is natural, normal and correct. But how will the consumer react if he is directly told: “I want to make money from you”? Most likely negative. But a softened wording, such as: "The mission and goals of the organization that I created are to satisfy the needs of customers and make me a profit," will suit everyone.

So, the mission is a kind of philosophical root cause of the company's birth, the definition of its features and differences from similar organizations.

contact groups

The management of the company should focus on solving several goals at the same time: making a profit, increasing the organization's assets, satisfying consumers, ensuring the interests of shareholders, etc. By focusing on one or two goals, managers lose potential customers or investors, staff loyalty falls, etc. As a result, the mission and goals of the organization are limited to elementary survival in a crisis. What do representatives of interest groups expect from the company?

• Shareholders are interested in the growth of dividends, the reliability of investments and the stability of the organization.
• Company managers want to receive not only cash reward for effort, but also for power.
• Consumers need high-quality, but not very expensive goods and services.
• Employees of the company want to be confident in the future: salary stability, job satisfaction, etc.
• Lenders must be sure of the timely return of their funds and the receipt of interest.

Contact groups also include suppliers, public authorities, public organizations, advocating the preservation of the ecology of the planet, etc.

Therefore, the main task of management is to harmonize all the versatile and sometimes conflicting interests of the contact groups. Defining the mission and goals of the organization helps to cope with this task.

Meaning

No man can afford an aimless existence. Even if all material and spiritual issues are resolved (even if previous generations family), people ask questions about the meaning of their existence. What then to say about companies that are initially created for some purpose. The formation of the mission and goals of the organization must be completed even before the creation of this very company. Because both the initial investment and organizational structure, and the availability of technology and other resources are determined precisely by the mission. It helps to understand and solve the following problems:

• identification of differences between the company and analogues;
• creating a basis for ensuring the consistency of goals;
• creation of criteria for assessing the quality of not only goods, but also the work of the company itself;
• coordination of interests of all representatives of the contact groups;
• creation of a reliable support for maintaining staff loyalty.

That is, the mission and strategic goals of the organization make it possible to subordinate any activity of the company to the solution of the tasks set.

Mission Statement Algorithm

Like any process, the development of the mission and goals of the organization can be decomposed into elementary components: determining the boundaries of competitive activity, strategic vision of the company's management, identifying the necessary competence of personnel and describing the interests of contact groups.

As soon as the idea of ​​​​creating a company arises, the company becomes a player in the product market, that is, it begins to compete. Management should decide on the industry in which the enterprise will operate, consider the target consumer direction (describe the range of customers and their needs) and determine the geography of the market (local, state or global scale). The answers to these questions will be drawn big picture and outline the boundaries within which to work out the details of the mission and goals of the organization.

The company's management can draw up several types of this most important document. Expressed in one capacious phrase, the mission can become the company's slogan, accessible and understandable to everyone. How do well-known companies formulate the mission and goals of the organization? Examples are known to all of us: Apple Computers - "The highest quality computers for people around the world"; Nike - "just do it (just do it)" (implies that you just need to go in for sports and yourself); Facebook - "Enabling people to connect and make the world more open and connected."

But a multi-page volume, in which the sequence of actions of the entire team is described in the most detailed way to the smallest detail, can only be intended for internal use. In this case, the mission and goals of the organization must be critically evaluated. That is, in addition to competitive advantages. It is necessary to analyze the weaknesses of the company, as well as outline ways to eliminate them.

Who should formulate the idea?

Often the definition of the mission and goals of the organization takes a formal character. The owner of the company gives the installation, and at best the executive director draws up a document that remains unclaimed and misunderstood by all employees of the company. Of course, in this case, all the heights intended by the owner will not be reached.

To prevent this from happening, the mission, goals and objectives of the organization must be written collectively. That is, all heads of functional units, all heads of departments and leading specialists should be involved in the preparation of this document. Only such a "collective work" will create a truly worthwhile guide to action. Indeed, in this case, the interests of individual participants in the process will be coordinated and woven into the activities of the company.

Issues

In order for the mission of the organization and the goals of management not to look like a fantasy story, it is necessary to analyze the external and internal environment of the company. A detailed study of macro-environment factors will bring the performance as close as possible to the desired indicators. In addition, an objective real assessment of the situation on the market will give the company the opportunity to grow and function effectively. After all, only by critically evaluating your efforts, you can develop a strategy for activity.

However, in modern world flows of information roll on us like a snowball, and it is very difficult to single out what is really necessary. Therefore, all incoming data should be filtered. You can determine the primary filters by formulating the mission in advance. To a certain extent, this situation can be called a vicious circle. But, as we already know, the mission, strategy and goals of the organization can be expressed in primitive sentences. What does the company do? manufactures children's toys. What are the company's goals? Recoup the initial investment in six months of work. At this point, it does not matter at all how realistic the goals are. The main thing is that filters for filtering out useless information have been obtained. And now we can begin to analyze the external environment.

If you can't formulate a mission

There are situations when the mission and main goals of the organization cannot be formulated. This is especially common when a company that has been operating for a long time, during the next expansion (or going through a crisis), decides to restructure. The first thing that experts say in such cases is that the company is unbalanced, there is no unanimity in it, each department “moves on its own”. A little less often, a similar situation can be encountered in cases where the company decides to expand. And it does not matter if a new direction is opened, or a product enters a new market.

It is necessary to analyze the mission and goals of the organization and adjust them in accordance with new data. Otherwise, the work of the company will perfectly illustrate Krylov's fable "The Swan, the Cancer and the Pike". Competitive advantages will be lost, and consumer loyalty will come to naught.

What is a goal

Defining an enterprise development strategy involves a clear formulation of the goals of both the entire company and its individual divisions. The concept of the mission and goals of the organization is always considered as a whole. After all, the goals of the company follow from the mission, and the timely and effective achievement of goals leads to the fulfillment of the mission. But still find out the definition of this concept.

The goal can be called any state of specific performance indicators of the company, which must be achieved within a certain time frame. That is, in order for the goal to be considered formulated, it is necessary to set the desired value of profit, for example, and set the period for which it must be received. Only in this case can we talk about the effectiveness of the mission and purpose of the organization.

Examples of goal setting, in which at least one of the named parameters is absent, we meet at every step not only in enterprises, but also in personal life: lose weight, build muscle, make money. All these are desires. The goal should sound like this: lose weight by 5 kilograms in 2 months, pump up the muscles of the arms in six months (here, however, you still need to clarify exactly how to pump up: to a certain volume of biceps or to “carrying your beloved with ease”), earn money honest labor to buy a yacht within five years. Only such a clear presentation of the final result within the specified time frame will allow us to work effectively. For companies, these restrictions are even more important. After all, it is necessary to coordinate all the resources of the company, perhaps redistribute them in order for the goal to be achieved.

To facilitate the control of the correctness of setting goals, you can use the SMART principle. This abbreviation is made up of the first letters of words that characterize the goals:

• specific - specific,
• measurable - measurable,
• agreeable - agreed (with the mission of the company, among themselves, with direct performers),
• realistic - achievable,
• timebounded - defined in time.

Classification

It would be wrong to say that there is a single system for classifying goals. Experts find different characteristics by which they can be distinguished. Nevertheless, the mission, goals and objectives of the organization are most often associated with the time factor. Distinguish between long-term, medium-term and short-term goals. Looking ahead, let's say that in general terms, the mission is the long-term goal of the company, and the task is the short-term one. But let's take a closer look.

The fundamental difference between long-term and short-term goals lies in the accuracy of the wording. If for a long-term goal the statement “to take a leading position in the market” is normal, then for a short-term goal, clear limits are needed, which we talked about a little earlier. The more specific and detailed the goal (in this case, it can be called a task), the higher the probability of its timely achievement.

Most often, to achieve a long-term goal, it is necessary to establish several intermediate ones. They are called medium term. Another fundamental difference short-term goals from long-term is the quantity. So, there cannot be many strategic goals: a maximum of two or three. There can be 40 or 100 operational tasks. That is why they are called tasks because they are very specific in nature and the implementation of one will not lead to any result, but the totality of solutions will give the desired. This interconnectedness of goals is called a hierarchy and, simply put, it is a pyramid, at the base of which are multiple short-term goals, and at the top is the mission of the company.

Functional classification of goals

And yet, goal setting is classified not only by execution time. The most common is the functional division of tasks:

• Market goals affect such performance indicators of the company as the dynamics of sales volume, increase in the number of customers, expansion of market share, etc.
• Production goals are formulated to improve the work of the organization, ensure a given volume of production, expand production capacity, technology upgrades, etc.
• Organizational goals are a consequence of the solution of the two previous types of tasks: they are aimed at restructuring the company and the need to attract more professional staff.
• Financial goals are designed to link together all previous tasks. They have single system measurements and calculate indicators such as gross income and profitability of the enterprise.

In what order the targets will be set (from market to financial or vice versa) does not matter. The consistency of all tasks and the possibility of mutual situational adjustment are important. It is possible that not all of the listed types of goals will be worked out by the firm. Their quality and quantity depends on the specifics of the industry in which the activity is carried out, on the state and aggressiveness of the external environment, on the mission, after all.

Each organization has its own purpose - a mission, in the name of which people unite and carry out their position. Mission is an ambiguous concept. Carrying out its mission (purpose), the organization achieves certain goals - survival, growth, profitability, it issues op-

Mission - the purpose of the organization, its philosophy (literally - a responsible task, role),

The mission is the purpose of the organization, the main purpose of its existence. It is formulated in general terms and reflects the main course of action. The mission gives the organization certainty and personality. An organization that has a clear understanding of why it exists is more successful than one that lacks a clear understanding of its purpose. Each organization must have a specific purpose, that is, to fulfill its mission, in the name of which employees are united and their activities are carried out. Mission is an ambiguous concept. The content of the mission is that it

Mission - a fairly brief statement that explains the purpose of the organization sets general guidelines, directions for the functioning of the organization, expressing the meaning of its existence,

MISSION OR PURPOSE OF THE ORGANIZATION

Summary of the mission or purpose of the organization

When determining the nature of the mission of state organizations, it is necessary first of all to take into account their public purpose. Services produced by government organizations are consumed throughout society, so the mission state organization should be more long-term and socially oriented than the mission of a private company.

Obviously, when determining the content of the mission and social purpose of the organization, the interests and expectations of all the above main groups of people should be rationally taken into account.

The mission establishes a connection and orients the interests and expectations of people who view the organization both from the outside and from the inside. In the broad sense of the word, the mission is both the philosophy and the purpose of the organization, and the meaning of its existence. It is formulated and fixed in various management documents and communicated to stakeholders through special PR campaigns and in the process of ordinary communications.

The mission can be formulated both in one phrase and in the form of a multi-page policy statement of the company's management, which reflects all aspects of coordinating the interests of various groups and the main characteristics of the company. In the broad sense of the word, the mission is the philosophy and purpose of the organization, the meaning of its existence, is formulated and fixed in various management documents and communicated to stakeholders through special PR campaigns and in the process of ordinary communications. Various options(abbreviated and extended) can be used for various purposes - as a representative document for inclusion in the company's annual report to shareholders, as an intra-company founding document, etc.

The mission is a statement that reveals the meaning of the existence of an organization, in which the difference between this organization and similar ones is manifested, it can be defined as the purpose of the organization, determining its role in society and the economy.

In a broad sense, the mission is. philosophy and purpose of the organization. With this approach, the mission is defined in general terms without rigid reference to the range of products, consumer groups, etc.

Mission as the purpose of the organization

Every organization has its mission (mission), whether it is formulated or not. Nature does not tolerate emptiness, everything in the world has its own reason. If we are talking about an enterprise, there must be an original purpose that served as a reason for its creation. The purpose of the organization, despite the susceptibility to change under the influence of the environment, nevertheless remains. The formulation of such a mission, profiling the organization is very important.

A STRATEGY is a detailed, comprehensive, comprehensive plan designed to ensure that the organization's mission and goals are achieved.

There are broad and narrow definitions of mission. In the case of a broad understanding, the mission is considered as a statement of philosophy and purpose, the meaning of the existence of the organization. The philosophy of an organization defines the values, beliefs and principles in accordance with which the organization intends to conduct its activities. The purpose defines the activities that the organization intends to carry out and what type of organization

Mission (strategic guidelines, purpose) - the main overall goal of the organization, a clearly expressed reason for its existence, its purpose. It is formulated, first of all, from the point of view of increasing the social role of the organization. The corporate mission (economic mission, business concept) characterizes the opportunity to do business, which the company focuses on taking into account market needs, the nature of consumers, product features and the presence of competitive advantages. The concept of a corporate mission is a reliable element of the ideological basis for the formation of an organization.

Mission, vocation, purpose of the company. This item is characterized not by the commercial orientation of the organization, but by the list of customer needsthat the company is going to satisfy.

The organization develops a mission statement and then communicates it to managers, employees, and (in many cases) customers. A well-thought-out mission statement empowers company employees to consciously pursue a goal, prioritize activities, and measure opportunities. A company's mission statement is the invisible hand that guides and organizes the collective work of its employees across geographies. Here is an example of a successful company mission statement.

There is a broad and a narrow understanding of mission. In the case of a broad understanding, the mission is considered as a statement of philosophy and purpose, the social meaning of the organization's existence. The philosophy of an organization defines the values, beliefs and principles in accordance with which the organization intends to conduct its activities. (An example of such a goal-mission at the level whole country may be the goal of building communism in the USSR.) Purpose, social meaning determines the actions that the organization intends to carry out, and what type of organization it intends to be. The philosophy of an organization usually rarely changes. As for the second part of the mission, it may vary depending on the depth of changes that may take place in the organization and in the environment of its functioning.

Most organizations have a written mission statement, which is a concise summary of the company's core purpose. If the mission does not exist, now is the time to

In the most general view the mission is considered as a statement of philosophy and purpose, the meaning of the existence of the organization. The philosophy of an organization defines the values, beliefs and principles in accordance with which it intends to carry out

For analytical purposes, it is more convenient to consider the organization's mission as a mission that it is going to fulfill in the market in front of its counterparties (consumers, suppliers, competitors, the state and society).

It is correct to define the mission as the purpose of the organization, the definition of its role in society, the economy, this is a statement.

M&M Products is one of the most successful Negro-owned businesses in the US. It sells 65 black hair products worldwide. Cornell McBride and Terman McKenzie, the organization's co-founders, were hesitant to make it their mission to become the world's largest cosmetics firm. On the contrary, they chose to start modestly in the hair care products industry, which is aimed at a certain ethnic group.

In general, the strategy - from the Greek strategos - the art of the general - can be represented as a detailed comprehensive comprehensive plan designed to ensure the implementation of the mission of the organization and achieve its goal. A strategic investment plan is developed from the perspective of the entire organization and the changes that its implementation will entail in the current operating environment, justified by extensive research and factual data (about the industry, market, competition, etc.). Strategic investment plan

The question of developing a Company Mission is increasingly common among Russian enterprises. Owners and managers are beginning to realize that "hard" management tools - KPI and budgeting, time tracking and reporting control, position profiling and assessment of their presence on a lie detector and through numerous tests, etc., etc. - do not allow fully create a company of like-minded people with a strong corporate culture. People, if they do not share your values, will always find loopholes to get around all the fences and gadgets of your smart control system.

Only engaged and committed employees are ready to work to the maximum of their capabilities without external additional incentives and restrictions.

The Mission and Values ​​of the company is just the tool that allows you to identify "ours" at the start, and stick to the right course in work without expensive systems of sticks and gingerbread.

Below is a list of 50 missions famous companies, on the basis of which you can formulate your own.

(!!!)Warning: DEVELOPING A MISSION WITHOUT COMPANY EMPLOYEES IS HARMFUL

so let's go!

Google: "Organize the world's information and make it universally accessible and useful."

Facebook: "Give people the opportunity to connect and make the world more open and connected."

Kodak: "We help the world create memories and make money."

Yandex: "To help people solve problems and achieve their goals in life."

Disneyland: "We work to ensure that adults and children spend more time together."

Castorama: "We help buyers make their homes better and more comfortable, transform the laborious and costly process of repair and furnishing into an interesting, accessible hobby for everyone."

The Ritz-Carlton: "Relentless care and comfort for every guest."

Mary Kay: “To beautify the lives of women all over the world by offering quality products to customers, opening new horizons for independent beauty consultants and providing them with unlimited possibilities career growth, doing everything so that women who encounter Mary Kay can fulfill themselves.

IKEA: "Change for the better" everyday life ordinary people".

XEROX: "Sharing Knowledge Through Documents".

The Bank of New York: "We strive to be recognized as the global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets."

Harley-Davidson: "We make people's dreams come true with our experience building the very best motorcycles."

Apple: "Apple makes Mac computers the best personal computers in the world, along with OS X, iLife, iWork and Professional software. Apple continues the digital music revolution with its iPod and iTunes. Apple rediscovered mobile phone with its revolutionary iPhone and App Store and defines the future of mobile media and computing with the iPad."

Zappos: "Providing customers with the most best service which is only possible."

Amazon: "To be 'the most customer-conscious company on Earth'."

Samsung: "We use the human and technological resources of the company to create products and services of superior quality, thereby contributing to the improvement of the global state of society."

Twitter: "Give everyone the opportunity to exchange ideas and information instantly, without barriers."

Sberbank: "We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams."

Enter: “We give time for the present. Honestly. With love. As for myself."

Citibank: “Citi works tirelessly for the benefit of citizens, communities, organizations and nations. With over 200 years of global experience in tackling the toughest challenges and realizing opportunities, we strive to deliver the best value for our clients through simple, creative and responsible financial solutions. We connect over 1,000 cities, 160 countries and millions of people. We are your global bank. We are Citi.

Best Friends Animal Society: "Better world through kindness to animals."

JTI Tobacco Company: "Our mission is to build a strong international tobacco company that delivers maximum value to its shareholders, employees, consumers and society as a whole and strives to be a leader in its industry."

New York Public Library: "Inspire Lifelong Learning, Spreading Knowledge, and Strengthening Our Society."

Walmart: "We save people money so they can live better."

McDonald's: "To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one long-standing McDonald's formula: KKCh and D, which means Quality, Service Culture, Cleanliness and Accessibility.

BMW: "The BMW Group is the world's leading provider of premium products and premium services for individual mobility."

Valio: "To feel good."

Lukoil: "We were created to turn the energy of natural resources for the benefit of man."

Polaroid: "Improving the market for instant photography and digital equipment to meet the growing need for people to capture the faces of friends and family, places dear to their hearts and funny moments of life."

Daria: "Free up consumers' time for a fulfilling life by producing high-quality, easy-to-prepare products."

Levi-Strauss: “We will bring to market the most beautiful and popular casual wear in the world. We will dress the whole world."

Toyota: “Let our customers feel the pleasure of high-quality Toyota vehicles. We are responsible for every vehicle we sell. We create an environment in which Toyota professionals use their years of experience and knowledge of advanced Toyota technologies to meet the needs of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.”

Gazprom: OAO Gazprom Gazenergoset, as a specialized operator of OAO Gazprom, sees its mission in ensuring efficient uninterrupted supplies of products from gas and oil refineries of the Gazprom Group to consumers, while maintaining a high level of safety and consistently developing the types of activities, associated with the sale and use of this product.

Sportmaster: “We make sports accessible! To develop a successful and efficient business by offering our Clients the optimal range of quality products for sports and outdoor activities with the optimal level of service. Contribute to the improvement of the population in the countries of our presence, promoting the values healthy lifestyle life, sports and outdoor activities, improving the quality of life of our customers.”

ChTPZ-KTS: "Comprehensive satisfaction of the needs of builders and operators of main and technological pipelines in fittings, pipeline fittings, process equipment and other components."

Adidas: “Our mission is to be the world's leading sports brand. We achieve leadership through our vision - our passion for sport makes the world a better place. All our work is inspired by the passion for sport that drives us to improve ourselves and the world around us.”

Sony Corporation: "We are a group of young people who are endowed with enough energy for an endless creative pursuit."

Unilever: “Our mission is to energize life. We meet people's daily needs for food and hygiene. Our brands help you feel great, look great and enjoy life more.”

Coca-Cola is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; Awaken optimism through our drinks and our deeds; Bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values! Each of them is based on a word that - coincidentally - begins with the letter "P". This is what the five P's sound like: People, Planet, Products, Partners, Profits!

MegaFon: MegaFon will unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. MegaFon proceeds from a special attitude to the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.

Microsoft: “Microsoft's mission is to help people and businesses around the world reach their full potential. Achieving this goal requires talented, energetic, bright and creative people who possess the following virtues: conscientiousness and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.

The mission of Youtube video hosting is "To provide quick and easy video access and the ability to share videos frequently."

Lenovo (Lenovo): “For those who do! For those who do! (as an option, "For those who act!"). Our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this through: Personal Computers, Convergence and Culture."

MTS: "We are working to make MTS the best operator for their clients. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.”

RZD (Russian Railways) is to meet the market demand for transportation, improve efficiency, quality of services and deep integration into the Euro-Asian transport system. RZD brand mission: We are essential part global system of movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of professionals high level and innovative technologies.

Aeroflot: “We are working to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and be among the best airlines in the world, combining dynamic development and high reliability with quality service.”

Nike: “Bring inspiration and innovation to every athlete* in the world” (“If you have a body, then you are an athlete”, as the legendary coach said athletics University of Oregon, and co-founder of Nike, Bill Bowerman).

Yota: "To be the leading developer and provider of innovative mobile services that will change the way people think and experience in the field of communication, entertainment and information consumption in one iota."

Svyaznoy: “We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.”

Canon is committed to helping people realize the full potential of the image (Power of Image). The European brand slogan You Can ("You can") was launched in 2002 and aims to inspire customers to realize the potential of the image.

Mission Development Algorithm

The development of the Mission takes place according to the following algorithm:

Formulating the meaning of the existence of the organization (for what?);

Formulating "messages" for each group of stakeholders (customers, staff, owners, partners);

Comprehension of the above and combining in one or three capacious sentences, taking into account the meanings of all phrases as much as possible.

Staff involvement

It is important not only to formulate the Mission and Values ​​beautifully, but to do it in a management team, and then discuss it together with all employees (some companies immediately involve the entire staff in the development of the Mission).

To do this, you can use the following order:

Send out 50 Missions of Famous Companies to your team for a preview.

Get together for 3-4 hours and answer the questions: “What is the meaning of the company’s existence?”, “What needs of society (target groups) was it created to meet?”, “What do we want to convey to our customers, partners, employees, owners?” , "how do we differ from similar companies, competitors?"

Write the results of the brainstorming on separate A1 sheets and hang them in the meeting room. Have the team members look at the materials and think (each one separately) in which phrase you can combine all the accumulated meanings.

Then meet for another 3-4 hours and have everyone present their version.

Discuss (without criticism and ratings) options and vote for the most suitable for your company (2-3 options).

Finalize your selections and present them to the team.

Ask employees to give feedback on your achievements - “how accurately does this or that option reflect the essence of your company?”, “which option more accurately reflects the messages to customers, staff, partners and owners?”, “what important meanings were not reflected in the presented options?" etc.

Based on the feedback from employees, select the final version, design it and hang it in a prominent place in the company (stand, reception, etc.), place it on the company portal, website.

Ask HR to adjust the selection, motivation, training and development tools in accordance with the developed Mission and Values.

Make decisions based on this Mission and Values ​​and demand the same from your colleagues. Otherwise, everything is in vain.

• Corporate culture

Keywords:

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Mission of the company: examples and technologies for creating the Mission

The mission is necessary both for the organization and for each individual. Some manage to find such an organization working in which they manage to realize their own Mission.

The fact that a company has a Mission can be compared to a ship having a guiding star in the sky, which it orients itself to in order to continue further way without having an accurate map of the area. The mission of the company is not a panacea for all troubles, but its presence can inspire people, help them feel the meaning and significance of their work, and understand why they should get up in the morning and go to your office. You decide why you exist. The mission and purpose, like a magnet, attract the best people to the company, and gives customers the opportunity to once again be convinced that you really care about them.

Top 100 Missions of Western and Russian companies: read below

If your company has , we can help you bring it to all target audiences of the organization. Perhaps you are ripe for an upgrade of your Mission? Then we will be able to suggest you how best to formulate the Vision and Mission of the organization. If you have both, please contact us in order to choose the right strategy for the realization of your Vision and the realization of your Mission! But first, read to the end - and look at examples of the Missions of many successful companies!

Every top manager sooner or later needs to answer the question: which development path to choose: short-term profit or a strategic and socially significant direction? And depending on this choice, top managers and business owners determine their lives as well. The level of stress in the constant search for short-term profits, and participation in fierce competition become unbearable. And the meaning and joy from the activities of such an organization, its creators feel less and less. Therefore, the issues of Meaning, Vision, Mission and the use of tools to bring all these intentions to life become more relevant than ever.

Modern business is characterized by a high level of uncertainty and a high rate of change occurring in almost all industries. , but while we think about it, “now” turns into “yesterday”, and many ideas become either irrelevant or implemented by someone else. The question arises how to develop a business and how to choose priority areas? Studies of the best companies both abroad and in Russia clearly indicate that success is more often achieved by those organizations that have a clearly formulated Mission, which is shared by all its employees.

"Do we need a mission for our organization?, and if needed, what is it? ". Many companies do not look for the answer to this question and as a result their activities are quite chaotic and unsystematic. This kind of activity is aimed at "short-term" or "momentary" profit. Such companies participate in a race where they and their competitors are doing it and they have to “run just to stay put.” Some organizations have a mission slogan that is posted on their website, but none of the employees know it. do such companies really have a Mission, and that in carrying out their activities they act on the basis of the Vision?No!They go with the flow!

So does an efficient business need a Mission or not? If the company's business brings a stable profit even without a Mission, then maybe treat this phenomenon as a fashion trend that will soon pass? The world is changing too fast to be slow. Behind the formulation of the Mission there is always the Uniqueness of the company, and the Values ​​that are important both to the staff of the organization and its managers, shareholders and customers.

“Mission is the glue that keeps a company from falling apart as it grows, decentralizes, diversifies.”

If a company has neither uniqueness nor values, it may just have access to good resources, and for some time it will be able to exist without cares (depending on at what stage life cycle she is situated). And then what? The difference between companies that follow their Mission and ordinary companies lies in the quality of their development and in those who have a Mission will realize it and move to a new stage, and companies that go with the flow are likely to lose their bearings and face the problem of self-determination and survival.

100 EXAMPLES OF MISSIONS OF FAMOUS COMPANIES:

Here are examples of the missions of successful companies (their short versions- slogans), which show how in one or two lines you can explain the reason for the existence of the organization:

• Kodak "We help the world create memories and make money."
• Disneyland "We work to ensure that adults and children spend more time together."
• The mission of Castorama stores is to help customers make their homes more perfect and comfortable, transform the laborious and costly process of repair and improvement into an interesting hobby accessible to everyone.
• "The mission of the Ritz-Carlton hotel chain is tireless care and providing maximum comfort to every guest."
• Mary Kay's mission: "To brighten the lives of women around the world by providing clients with quality products for independent beauty consultants and providing them with unlimited career opportunities, doing everything to ensure that women who encounter Mary Kay can fulfill themselves."
• Google's mission: "to organize the world's information and make it universally accessible and useful."

• Facebook's mission is to "empower people to connect and make the world more open and connected."
• IKEA: "everyday life of ordinary people".
• XEROX: "Sharing Knowledge Through Documents".
• The Bank of New York: We strive to be recognized as the global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
• Harley-Davidson: We make people's dreams come true with our experience building the best bikes ever!
• Yandex's mission is to help people solve problems and achieve their goals in life.

If your company cannot be recognized by the wording of the Mission, then either your Mission is unsuccessful, or the company needs to determine its Uniqueness!

• Apple mission:“Apple makes Mac computers the best personal computers in the world, along with OS X, iLife, iWork and software. Apple continues the digital music revolution with its iPod and iTunes. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with the iPad."

Mission of Apple Computer, Inc. at the beginning of its activity "We offer computers of the highest quality for people all over the world."

• Zappos' mission is to provide customers with the best value possible.
• Amazon's mission is to be "the most customer-conscious company on earth."
• Samsung's Mission - We use the company's human and technological resources to create products and services of superior quality, thereby contributing to the improvement of the global state of society.
• Twitter's mission is to enable everyone to share ideas and information instantly, without barriers.
• Sberbank's mission - We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
• Enter company mission: - We are for the present. Honestly. With love. As for yourself.
• Mission of Citibank - Citi works tirelessly for the benefit of citizens, communities, organizations and nations. With over 200 years of global experience in tackling the toughest challenges and realizing opportunities, we strive to deliver the best value for our clients through simple, creative and responsible financial solutions. We connect over 1,000 cities, 160 countries and millions of people.We are your global bank. We are Citi.

Mission of Best Friends Animal Society: A better world through kindness to animals.

• Mission of JTI Tobacco Company: Our mission is to create a powerful international tobacco company that will operate with the maximum benefit for its shareholders, employees, consumers and society as a whole and strive to become a leader in its industry.

A company's mission is a stated statement as to why or why the organization exists, other than to make a profit.

Ask a question about the Mission!

Mission of the New York Public Library: To inspire lifelong learning, spread knowledge, and strengthen our communities.

Walmart Mission: We save people money so they can.

• McDonald's Mission: To be our customers' favorite place to eat or drink.And the formula for achieving this is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.
• BMW mission: BMW Group is the world's leading provider of premium products and premium services for personal mobility.
• Valio - "To feel good"
• The mission of the Lukoil company: We were created to turn the energy of natural resources into .
• Polaroid's mission: To improve the instant photography and digital marketplace to meet the growing need for people to capture the faces of friends and family, places that are dear to their hearts, and funny moments in life.
• Daria's mission: "To free consumers for a fulfilling life by producing high-quality, easy-to-prepare products."
• Levi-Strauss mission: “We will bring to market the most beautiful and popular casual wear in the world. We will dress the whole world."
• Toyota's mission: To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every vehicle we sell. We are where Toyota professionals use their years of experience and knowledge of advanced Toyota technologies to meet the needs of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.

• Gazprom: OAO Gazprom Gazenergoset, as a specialized operator, OAO Gazprom sees its mission in providing consumers with products from gas and oil refineries of the Gazprom Group, while maintaining a high level of safety and consistently developing activities related to the sale and use of this product.

Unilever's mission is to energize life. We meet people's daily needs for food and hygiene. Our brands help you feel great, look great and enjoy life more.

The mission of the Coca-Cola Company is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; through our drinks and our deeds; Bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values! At the heart of each of them is a word that - coincidentally - begins with the letter "P". This is what the five P's sound like: People, Planet, Products, Partners, Profits!

MegaFon mission: MegaFon will unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. MegaFon proceeds from the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.

The mission of Microsoft (Microsoft):Our mission at Microsoft is to help people and businesses around the world fully realize mine To achieve this goal, talented, energetic, bright and creative people are required, with the following virtues: conscientiousness and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.

The mission of Youtube video hosting is to provide quick and easy video access and the ability to share videos frequently.

Lenovo mission (Lenovo): For those who do! For those who do! (as an option, "For those who act!"). At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this through: Personal Computers, Convergence and Culture.

Mission of MTS Company: We work to make MTS the best operator for our clients. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.

The mission of Russian Railways (Russian Railways) is to meet the market demand for transportation, improve operational efficiency, improve service quality and deep integration into the Euro-Asian transport system.RZD brand mission:We are the most important part of the global system of movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.

Aeroflot Group's mission: We work to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, and work successfullyand see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be inamong the best airlines in the world, combining dynamic development and high reliability with quality service.

• Nike's Mission: "Bring inspiration and innovation to every athlete* in the world" ("If you have a body, you are an athlete," said legendary University of Oregon athletics coach and co-founder of Nike, Bill Bowerman)

• Mission: “Sakhalin Energy strives to be the world's leading energy producer. We build our activities on the basis of efficient, reliable and safe production, responsible attitude to social and environmental issues.”Vision: "To be the leading source of energy for the Asia-Pacific region."
• Mission of AQUAART GROUP: We create new value in the lives of people all over the world. We believe that only at home we can get that supply of positive emotions that fill our lives with meaning. Therefore, we have chosen home improvement as our field of activity.
• Wrigley Mission and Vision: Wrigley. Creating simple pleasures to .Our mission: Wrigley is a company without borders. Because that's how we see the world. Whether it's chewing gum that keeps your mouth healthy, fresh and clean, or a handful of our candy puts a smile on your face, we strive to bring goodness to people through our products, and never lose it.Our creativity drives us forward, to new places, with new products, for new occasions, in new ways for the world to enjoy Wrigley.Whenever you want to spice up your day a little and add some freshness to it, we are always at your fingertips, but the choice is always yours.
• Rostelecom mission: More opportunities for everyone. Rostelecom creates more possibilities for people - both through their services and through the implementation of projects and initiatives that affect topics important to society. Telecommunications can change and improve people's lives, and this is exactly what Rostelecom strives for in relations with everyone who comes into contact with the activities of our company.
• The mission and vision of Benetton. The Benetton Group is future oriented. Her story is built on innovation and seeing what others don't see. The Benetton Group has always been a leader and at the forefront: with colors, with a revolutionary approach to sales, with a completely unique production and sales network, and with a universal form of communication that is created as social phenomenon, and as a cultural discussion. The mission of the Benetton group has been global since before the advent of globalization, but the company has always moved in its own way.From the beginning, Benetton envisioned fashion for a global community where young people of every race live. Benetton is moving in its development on high speed, overcoming geographic, political and any ideological boundaries.Benetton is a responsible Group, sensitive to the needs and challenges of today, attentive to environment, human dignity and the transformation of society. Benetton is focused on growth, not as an end in itself, but as a means to promote progress.
• Yota's mission: to be a leading developer and provider of innovative mobile services that will change the perceptions and experience of people in the field of communication, entertainment and information consumption even one iota.
• Svyaznoy mission: We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and an attractive choice.
• Canon's mission is to help people realize the full potential of the image (Power of Image). The European brand slogan You Can ("You can") was launched in 2002 and aims to inspire customers to realize the potential of the image.
• Gillette Mission: Gillette has been at the heart of men's shaving for over 100 years. Every day, more than 800 million people around the world trust their faces and skin with innovative Gillette razors and shaving products. We strive to give people the most the best means for personal hygiene, including deodorants and body washes. All designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Mission of the Holding Company "Constellation of Aquarius":

We see our mission in achieving the best results for shareholders, customers and employees of the Company. Our efforts and our successes are aimed at building a healthy, strong and prosperous state and society as a whole. We strive to be the best, which means: employees are proud of their achievements, we are preferred by customers, authorities, we are respected by competitors, we are respected in society. We define the following goals for the Holding Company: stable profit in the long term from the management of shareholders' assets, the creation of new types of business,

asset restructuring. Our approach to business is based on: using the most effective methods business process management, on creating a favorable, comfortable atmosphere for the work of employees, allowing to form corporate culture and develop team spirit. To evaluate business performance we are looking at: increasing shareholder returns, increasing financial efficiency, increasing competitive advantages,

favorable public opinion, a dedicated team of like-minded people. (This example shows that the mission should contain not only a slogan, but also a decoding of what the company understands by it, namely its success criteria, its goals, approach to business, performance evaluation, and much more! For publication in open sources usually use a short version of the mission, and a more detailed one with specific figures and plans is used to implement strategic management within the organization).

»: We contribute to the development of companies that create the Future!

What should be the mission of the company? If by the wording of the Mission you can guess what kind of company it is, then this Mission deserves attention! When the Mission Statement is vague or does not reflect the deepest intentions of the company, then it very often looks too general. In this case, any company name can be put in such a wording, and such a Mission will look exactly the same. Avoid standard clichés and hackneyed phrases and overly abstract descriptions of why your organization exists.