Clear mission guides choices

Published 11:40 pm Tuesday, May 4, 2010

“Many small-business owners struggle making strategic decisions,” says Andrew Ballard, president of Marketing Solutions. “The key to distinguishing between the ‘go’ and ‘no go’ opportunities is to run each through the filter of your mission and ask: Will it focus or fragment my operation?

“A business without a mission statement is like a ship without a rudder, which makes navigating nearly impossible … make sure (your mission statement) communicates three things: who you are, what you do and whom you serve. It should also be succinct (25 words or less) and contain a consumer benefit.

“A well-crafted mission statement will give your business direction, and make strategic decisions much easier.”