The document outlines the key components that should be included in a mission statement such as customers, products/services, markets, technology, economic objectives, philosophy, strengths, public image, and attitude towards employees. It then poses questions about the organization's goals, image, distinguishing factors, how goals will be accomplished, why goals are important, and expected results to help craft a concise single-sentence mission statement.

1. 1.Mission
Components of a Mission Statement:
1. Customers: Who are the enterprise's customers?
2. Products or services: What are the firm's major products or services?
3. Markets: Where does the firm compete?
4. Technology: What is the firm's basic technology?
5. Concern for survival, growth, and profitability: What is the firm's commitment towards
economic objectives?
6. Philosophy: What are the basic beliefs, core values, aspirations and philosophical priorities
of the firm?
7. Self-concept: What are the firm's major strengths and competitive advantages?
8. Concern for public image: What is the firm's public image?
9. Concern for employees: What is the firm's attitude/orientation towards employees?
What?
What goals do we actually want to accomplish?
What overall image do we wish to protect and support?
What distinguishes our products and/or services?
How?
How do we accomplish our overall goals?
Why?
Why are we trying to accomplish these overall goals?
Why will people work to achieve superior performance?
Results?
In what measurable way will our members benefit?
In what ways will the people we serve benefit?
The Mission Statement
Convert your answers into powerful statements you can weave together into one compelling mission
statement. Ultimately, no longer than one clear, meaningful sentence.