This article is a continuation of “How to Write a Mission Statement.” If you haven’t done so yet, we recommend reading the first article to get a better context when reading this one.
This would then lead to two potential choices: either engage in an educational effort to try and raise your clients’ responsibility towards their pets, or alter your marketing efforts to bring in clients whose attitude towards their pets more closely align with the practice mission statement. The practice owners figure out which option to pursue, and now a project is developed and launched to bring the existing scene closer to the ideal scene.
This in a nutshell is one of the great values of having a mission statement. It allows practice owners to have a template to place on top of their existing practice to see what projects need to be started. Assuming that the mission statement is what it’s supposed to be, a statement of belief that the practice owners are passionate about, the project will be worth engaging in.
When a mission statement is limited in scope, the practice is never really satisfying for the practice owners. It’s like describing your perfect house and then buying a house only to find out you left out the fact that you needed it to be in a good school district. Now the house isn’t as satisfying as it should be.
If mission statements are going to describe what is truly desirable to the practice owners, they need to be expanded to reflect all the desires. This is one of the mistakes that I see in almost all mission statements (another common one is that it is never used to compare to the ideal scene to force improvements, so it becomes simply an academic exercise).
To rectify this, it is important to identify the other things that are important to owners. You need to figure into the mission statement things like the acceptable stress level, the amount of hours, the type of staff, the income level and other things. All of these things help to flesh out the mission statement so that it can be a truly helpful tool in guiding the practice.