Mission Statement Question

I am not very good at getting all the debate that surrounds mission and vision statements. I do get that if they are memorable, they can help us keep focused.

Here is one view of the mission statement that I at least found intriguing.

Kevin Starr has seen a ton of mission statements in his work as executive director of the Mulago Foundation, which matches investment dollars with socially minded businesses.

 

"Most companies, regardless of their sectors, have a mission statement. And most are awash in jargon and marble-mouthed pronouncements. Worse still, these gobbledygook statements are often forgotten by, misremembered or flatly ignored by frontline employees."[1]

If you want to receive some investment dollars from Starr and the Mulago Foundation, you had better have a clear and compelling mission statement. Fortunately, Starr gives some excellent advice to companies that seek his funding: They must express their mission in no more than eight words.

Starr also requires that companies follow this format: "verb, target, outcome." Start with a strong action word, name the target of the work and describe the outcome. Some good examples:

"Save endangered species from extinction."
"Improve African children's health."

 

Clear and compelling mission statements, using eight words or fewer, are not likely to be forgotten, misremembered or ignored.

All right, the mission of the United Methodist Church is to make disciples for Jesus Christ to transform the world. That is a ten word statement, so it already fails the test. It does have a verb “to make,” and a target, “disciples of Jesus Christ,” and a desired outcome, “to transform the world.” Alternatively, maybe the verb is to make disciples of Jesus Christ, there is no target, and the outcome is to transform the world.

I am not sure how vision statements fit into all of this. The vision of Cross~Wind is to be a loving presence for Christ through accepting people as they are, healing of mind, body, and spirit, involvement in the community, and connecting people with Jesus. Is that too long? Is it inspiring and uplifting? Does it do what vision statements are supposed to do?

I admit my confusion.

Honestly, I am puzzling over these matters, but I probably need more help.

I am wondering if my friends and colleagues can help.

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[1] Harvard Business Review (October 22, 2010).