A company's top leaders set direction, create an orientation toward
customers, and demonstrate clear and visible values. Actions taken by employees and
associates reflect the leaders' values. This process occurs whether or not there is a
conscious attempt to control it.
Rather than leaving something this important to chance, creating a
written mission statement is one way to assure that all employees understand the
principles that should guide their actions. Even more important than the words themselves
is the understanding and "buy-in" of employees involved in the process.
To put the company vision in writing, Estridge Companies, Carmel,
Indiana involved 60 employees in a one-day workshop. Personal visions were pulled into
common themes and these were refined into a corporate vision statement. Randy McNutt,
Division Leader, says, "While no one employee's personal vision became our corporate
vision, the process allows every employee to see his or her vision reflected in at least
one facet of the diamond that is our vision statement. Our inclusive strategy was
critical, so the point we set on the horizon would truly be our common vision that we
daily work towards, together."
A review of mission statements adopted by winners of the National
Housing Quality Award showed some common elements:
1. A statement of purpose that reflects high ideals. Avoid catering
to the special interests of stakeholders. Identify a purpose to which all stakeholders can
feel proud of contributing. This makes it easier to bind everyone. Customer focus is a
common theme of builder mission statements.
2. A statement of the company's approach to marketplace distinction.
This may include a market niche: "building affordable homes of quality and
value"(Washington Homes, Landover, MD), a service: "excellence in quality
service" (Adera Development, Vancouver, BC), or product performance:
"defect-free" (Oakwood Homes, Englewood, CO).
3. A summary of the company's values, beliefs or principles. These
are the few things that reflect the character of the company and regarded as fundamental
to achieving success. For example: "To pursue excellence in everything we do"
(Hovnanian, Red Bank, NJ), and "Always With Integrity" (Ginsberg Development,
Hawthorne, NY). Teamwork and trust are often cited by builders.
Measuring how well the company is fulfilling its mission is a
distinguishing characteristic of NHQ winners. Just think about it - if something is
important enough to be part of the company's mission, then it is important enough to
monitor how successfully it is being implemented. Shea Homes, San Diego CA uses surveys to
measure employees and trade contractor perceptions of teamwork.
Developing a mission statement creates expectations of rising to a
higher plane. If this is what you want, developing a mission statement is an excellent
place to start.