A successful mission 'makes sense'. Coherence is vital if the mission is to stand up to critical analysis. The message must relate to the needs of the intended audience, if the words are to 'come alive'. If a mission is to shape the future and drive the strategy, then it must be communicated broadly, consistently and continuously, until it becomes an integral part of the corporate culture. Only through communication can the mission become a shared mission.
Effective communication requires effort, commitment, time and courage.
A mission must remain flexible and open. A flexible mission might seem to be an oxymoron, because a mission calls for defined direction and goal setting, whereas flexibility implies a more opportunistic approach to strategy. However, in times of uncertainty and rapid change, inflexible adherence to a strategic plan is a prescription for disaster. By effectively communicating organisational goals and philosophies in an inspirational way the strategy can improve a department's performance. More importantly perhaps, it can provide managers with an opportunity to resolve internal conflicts about the future direction of the department, reaching a consensus that results in progress in the desired direction.