Mission Is What You Do
Your Mission Is the Expression Of What You Do as an Organization
A mission is your expression of what it is that your organization does. Your mission tells a customer, employee, shareholder, vendor or interested job candidate exactly what you are in business to do. Determining your mission is an early component in corporate or organizational strategic planning.
The mission is a description of why your organization exists currently. If you have successfully assimilated and integrated your mission into your company culture, every employee should be able to verbally share the mission.
Each employee's actions should demonstrate the mission in action. The mission, along with the vision and the values or guiding principles, provides the touchstone, with which employees in your organization make decisions.
Normally, the mission ranges in length from a couple of words to several paragraphs. A shorter mission is more memorable. When a mission stretches on for pages, and even paragraphs, it is usually because the organization is also expressing how it plans to reach or create the mission, usually the four or five key strategies. This process is better left for later in strategic planning when the organization develops strategies, goals, and action plans.
Your goal with your mission is descriptive, memorable, and short. The mission is translated into actionable plans via the development of a mission statement.