page_title: Mission statement
section_title: Design
hierarchical_section_title: Mission statement / Design
caption_attribution_description: English: Antioch, TN, July 9, 2010 -- The FEMA Mission Statement is clearly visible at the DR-1909 Joint Field Office in Antioch Tennessee. Head of the Federal Emergency Management Agency Craig Fugate changed the mission statement in September of 2009 to a more modest and collaborative pledge. Martin Grube/FEMA
context_page_description: A mission statement is a short statement of why an organization exists, what its overall goal is, identifying the goal of its operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation. It may include a short statement of such fundamental matters as the organization's values or philosophies, a business's main competitive advantages, or a desired future state—the "vision".
  A mission is not simply a description of an organization by an external party, but an expression, made by its leaders, of their desires and intent for the organization. The purpose of a mission statement is to communicate the organisation's purpose and direction to its employees, customers, vendors, and other stakeholders. A mission statement also creates a sense of identity for its employees. Organizations normally do not change their mission statements over time, since they define their continuous, ongoing purpose and focus.
  According to Chris Bart, professor of strategy and governance at McMaster University, a commercial mission statement consists of three essential components:
  Key market: the target audience
context_section_description: According to an independent contributor to Forbes, the following questions must be answered in the mission statement:
  “What do we do?” — The mission statement should clearly outline the main purpose of the organisation, and what they do.
  “How do we do it?” — It should also mention how one plans on achieving the mission statement.
  “Whom do we do it for?” — The audience of the mission statement should be clearly stated within the mission statement.
  “What value are we bringing?” — The benefits and values of the mission statement should be clearly outlined.
  When designing a mission statement, it should be very clear to the audience what the purpose of it is. It is ideal for a business to be able to communicate their mission, goals and objectives to the reader without including any unnecessary information through the mission statement. 
  Richard Branson has commented on ways of crafting a good mission statement; he explains the importance of having a mission statement that is clear and straight to the point and does not contain unnecessary baffling. He went on to analyse a mission statement, using Yahoo's mission statement at the time (2013) as an example. In his evaluation of the mission statement, he seemed to suggest that while the statement sounded interesting, most people would not be able to understand the message it is putting across. In other words the message of the mission statement potentially meant nothing to the audience.
caption: US Federal Emergency Management Agency's Mission Statement Poster
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