As previously stated, a mission statement is essential for guiding marketing planning. A "mission statement" is a declaration that summarizes the objective of a company or organization and what it hopes to achieve in the long run. A solid mission statement may assist a firm or group in achieving its goals. It can also provide guidance on which strategies to pursue and help determine how resources should be allocated. A mission statement should be simple and concise. Including too much information or getting into lengthy explanations of organizational philosophy will only confuse those who need to focus on doing business with you. However, a mission statement shouldn't be so short or simple that it doesn't give the necessary detail on which to base future decisions. In addition to providing clarity about your company's purpose, a mission statement can also help attract the right people to your organization. Potential employees will want to know exactly what kind of work you do and whether this aligns with their values. This knowledge will allow them to make an informed decision about whether they want to work for your company. Finally, a mission statement can serve as a guide for managing your company effectively. By clearly defining your objectives, you will be able to measure your success and adjust your plans as needed. For example, if you find that one of your strategies is not producing the results you had hoped, you can change course before wasting any more resources on it.