In addition, the Ohio Literacy Resource Center at Kent State University’s website lists the following four values of writing a personal mission statement:
- It forces you to think deeply about your life, clarify the purpose of your life, and identify what is really important to you.
- It forces you to clarify and express succinctly your deepest values and aspirations.
- It imprints your values and purposes firmly in your mind so they become a part of you rather than something you only think about occasionally.
- Integrating your personal mission statement into your weekly planning gives you a way to keep your vision constantly before you.
The process of developing a mission statement offers coaches a number of opportunities to use proven techniques to help individual and organizational clients move forward. Because there is clear benefit at all stages of the process, from clarifying their definite purpose and writing the goal, to potentially creating commitment and accountability to help them move into action, the coach can help the client on a number of levels, both in the short and long-term.
Recommendations
Mission statements can be a beneficial coaching tool, both in the process of development and as a structure for action. The process is intrinsic to coaching. Because research has shown that too much influence from outsiders may be harmful in the process, a coaching approach where the client is supported in finding their own answers is ideal. Also, the process supports the goal in coaching of creating self-awareness in order to move the client to action in support of their own goals. By articulating their identity and definite purpose in their mission statement, clients create clarity and direction to help them move forward toward their desired outcomes, “flowing” with changes they encounter. Once the client has created this significant level of clarity, they reinforce the clarity by putting their mission in writing, which is shown to increase chances of success.
Research regarding organizational mission statements can help inform coaches about what attributes may be most effective in helping clients create the results and lasting change they seek. Here are some considerations, based on that research for maximizing the effectiveness of this coaching tool:
- Make mission statements sufficiently definitive to provide clear direction and guidance.
- Focus on elements of identity, or how to “be” rather than how to “do.” These elements include values, basic believes, aspirations, priorities, strengths, self-image and desired public image.
- Address sense of community, social responsibility and personal/organizational survival.
- Do not include revenue and financial goals and minimize focus on strategy. Instead, create more of a framework within which decisions and strategies can be developed.
Once the mission statement development phase is over, the mission statement itself can be used as a tool to create commitment by sharing the mission with others. Clients can also use it as a structure to create accountability, for example sharing updates with others on an established basis. They can reinforce their commitment by reviewing their mission statement on a regular basis to ensure that their mission remains top-of-mind and plays a role in short- and long-term decisions. Finally, a mission statement provides a tool for evaluating progress against goals and re-evaluating or checking in with identity attributes such as values, beliefs and priorities. This can be done within the coaching relationship or established during coaching as a future action the client will take.
Conclusion
Mission statements are an effective and useful tool to help coaching clients clarify and articulate their purpose and identity, establish a framework for decision making, commit and hold themselves accountable to goals and evaluate success and changes in the short and long-term. Whether used for an individual or organizational client, both the process and the structure provide significant benefit and opportunity for growth and learning in the coaching relationship.
References
Denham, Thomas. (2011). Got Goals? (Online), retrieved October 17, 2012. www.milwaukeejobs.com/articles/title/Got-Goals/5730/241
MindTools.com. (n.d.). Mission Statements and Vision Statements. (Online), retrieved October 17, 2012. www.mindtools.com/pages/article/newLDS_90.htm
Mark Smith; Ronald B. Heady, Paula Phillips Carson, and Kerry David Carson, 2001. Do Missions Accomplish their Missions? An Exploratory Analysis of Mission Statement Content and Organizational Longevity. (Online), retrieved October 17, 2012. www.huizenga.nova.edu/jame/Missions.htm
Matthews, Gail. (n.d.) Goals Research Summary. (Online), retrieved October 17, 2012. www.dominican.edu/academics/ahss/undergraduate-programs-1/psych/faculty/fulltime/gailmatthews/researchsummary2.pdf
Napoleon Hill Foundation (2007). Napoleon Hill’s Keys to Success. New York: Penguin Group.
Ohio Literacy Resource Center (n.d.). Leadership Development Institute: Personal Mission Statement. (Online), retrieved October 17, 2012. www.literacy.kent.edu/Oasis/Leadership/mission.htm
Pearce, John A. & David, Fred (1987) Corporate Mission Statements: The Bottom Line. The Academy of Management Executive, 1(2), 109-116.
StephenCovey.com (n.d.). The Community – Business Mission Statements. (Online), retrieved October 17, 2012. www.stephencovey.com/mission-statements.php