Andrew Campbell, a director of Ashridge Strategic Management Centre and a
long-time contributor to Long Range Planning, proposes a
means for evaluating a mission statement. Arguing that mission statements can be more than just an expression of a company’s purpose and ambition,he suggests that they can also be a company flag to rally around, a signpost for all stakeholders, a guide to behavior, and a celebration of a company’s culture. For a company trying to achieve all of the above, evaluate its mission statement using the following 10-question test. Score each question 0 for no, 1 for somewhat, or 2 for yes. According
to Campbell, a score of over 15 is exceptional, and a score of less than 10 suggests that more work needs to be done.
1. Does the statement describe an inspiring purpose that avoids playing to the selfish interests of the stakeholders?
2. Does the statement describe the company’s responsibility to its stakeholders?
3. Does the statement define a business domain and explain why it is attractive?
4. Does the statement describe the strategic positioning that the company prefers in a way that helps to identify the sort of competitive advantage it
will look for?
5. Does the statement identify values that link with the organization’s purpose and act as beliefs with which employees can feel proud?
6. Do the values resonate with and reinforce the organization’s strategy?
7. Does the statement describe important behavior standards that serve as beacons of the strategy and the values?
8. Are the behavior standards described in a way that enables individual employees to judge whether they are behaving correctly?
9. Does the statement give a portrait of the company, capturing the culture of the organization?
10. Is the statement easy to read?
