Mission Statement

Angelina Spaulding
COM 430:
Leadership Group Communication

Mission Statement?
What is a mission statement?
A mission statement is a declaration of an organizations
purpose (Fallon, 2015) that helps provide a path for
organizations to move along while conducting business
(Hansen, 2015).

What are the major components of a mission statement?

Well composed statements should answer:
What an organization does?
Why an organization chooses to act in a specific manner?
Whom the organization is working for?
What value does the organization bring to the overall
community? (Hull, 2013)

Mission Statement Analysis:

Avon Products, Inc.'s Mission Statement
The Global Beauty Leader We will build a unique portfolio of Beauty and related brands, striving to surpass
our competitors in quality, innovation and value, and elevating our image to become the Beauty company
most women turn to worldwide.
The Womens Choice for Buying We will become the destination store for women, offering the convenience
of multiple brands and channels, and providing a personal high touch shopping experience that helps create
lifelong customer relationships.
The Premier Direct Seller We will expand our presence in direct selling and lead the reinvention of the
channel, offering an entrepreneurial opportunity that delivers superior earnings, recognition, service and
support, making it easy and rewarding to be affiliated with Avon and elevating the image of our industry.
The Best Place to Work We will be known for our leadership edge, through our passion for high standards,
our respect for diversity and our commitment to create exceptional opportunities for professional growth so
that associates can fulfill their highest potential.
The Largest Womens Foundation We will be a committed global champion for the health and well-being of
women through philanthropic efforts that eliminate breast cancer from the face of the earth, and the
empower women to achieve economic independence.
The Most Admired Company We will deliver superior returns to our shareholders by tireless pursuing new
growth opportunities while continually improving our profitability, a socially responsible, ethical company
that is watched and emulated as a model of success.
(Missionsstaments.com, 2015)

Mission Statement Analyzes Continued:

Avon Products, Inc.
Five Major Points of the Mission Statement:
Be The Global Beauty Leader
Be The Womens Choice for Buying
Be the Premier Direct Seller
Be the Best Place to Work
Be the Largest Womens Foundation
Be the Most Admired Company

Each point is followed by a detailed explanation of the, knowledge

(what to do and why to do it), skill (how to do it), and motivation
(wanting to do it) (Hackman & Johnson, 2013, p. 390) for each major
aspect of the mission statement.

Mission Statement Analyzes Continued:

Avon Products, Inc.
Pros of the Mission Statement:

Cons of the Mission Statement:

Avons mission statement declares

Avons mission statement is very long

specifically what the business strives

to achieve.

Avons mission statement,

communicates the fundamental
purpose and values of [the]
business (Gunelius, 2011).

Avons missions statement defines

what the company wishes to
achieve, how they wish to achieve it,
whom they are working for and what
value they wish to bring to society
(Hull, 2013).

and overly detailed, which distracts

from the major points and goals of the
mission statement as a whole (Fallon,
2015; Zetlin, 2013).

Avons mission statement is combined

with a vision statement, which should
be two separate entities (Fallon, 2015).
A , vision statement is a broad view
of how [a] company is going to leave
an impact on customers and the
greater community (Hull, 2013).
Avons statement is not broad by any
means.

Avons mission statement is not,

clear, concise and easy for anyone to
understand (Fallon, 2015)

Personal Mission
Statement
To live a passionate life, full of knowledge, with
the willingness to care for the needs of those
around me. To be in enthusiastic and mindful of
my influence in the world, and resilient enough to
believe that failure is an an option, but never the
end result.

Developing a Personal Mission

Statement
Used a five step processes to help formulate key
aspects of personal importance:
Step One:
Identify Past Successes

Step Two:
Identify Core Values
Step Three:
Identify Contributions

Step Four:
Identify Short-term and Long-term Goals
Step 5:
Created Personal Mission Statement
(Hansen, 2015)

Personal Mission Statement:

Step 1
Identify Personal Past Successes:

Going back to school.

Having a child.
Being happy and comfortable with myself and
personal relationships.

Living a healthy lifestyle (eating healthy, no

excessive drinking and exercises).

Financial Stability

Personal Mission Statement:

Step 2
Identify Core Values:

Happy
Dominate
Aggressive
Enthusiastic
Loving
Caring
Knowledgeable
Unwavering
Passionate
Athletic
Willing
Giving
Ethical
Moral
Resilient

Personal Mission Statement:

Step 3
Identify Contributions:
Taking time to care for others.
Speak less, and listen more.
Focus on the details.
Be less angry and frustrated with my own faults.
Be more patient.
Failure is an option, but must be learned from.
Take more time to embrace the world around me.

Be more involved in the community around me.

A better monitor of of the actions of those around me.
Be more encouraging of myself and the aspirations of those around me.
Be more Genuine.
Be more considerate of others.
Take time to embrace the world around me.

Personal Mission Statement:

Step 4
Identify Goals:
Short-Term Goals:

Complete my
undergraduate degree.

Buy a home.
To grow and develop from
my current position into a
greater position within
my current company.

Long-Term Goals:

Complete a graduate
degree level program.

Become a historian.
Have another child.
Travel more in the world.

Personal Mission Statement:

Step 4.5
This step was added to help bring everything
together.

Themes were identified based on all of the

reflections made during steps 1 through 4.
This Was Done By:
Defining five attributes from Step Two that are of most
personal importance.

Comparing past successes with short-term and long-term

goals to identify a common purpose.

Reflecting on all responses to help define the center

piece of personal drive.

Personal Mission Statement:

Step 5
Wrote a personal mission statement:

Utilized steps 1 through 4.5 to help clearly define personal

desires and goals.

Reviewed Avon Products, Inc.s mission statement, and the

pros and cons of the overall statement.

Reviewed the four major aspects of a mission statement:

What I want to do?
Why I want to do it?
Whom I am doing it for?
What value will I bring to the world?

Personal Mission Statement:

To live a passionate life, full of knowledge, with
the willingness to care for the needs of those
around me. To be in enthusiastic and mindful of
my influence in the world, and resilient enough to
believe that failure is an an option, but never the
end result.

What will I do with my personal

Mission Statement?
I will write this mission statement out by hand,
and post it in my personal work space.

I will review this mission statement annually, to

reassess personal goals and values to determine
if the missions statement will need to be
redesigned or still reflects personal desires
(Hanson, 2015).

I will share my mission statement with family

and friends to see if I, have been truly honest
in developing [my] personal mission statement
(Hanson, 2015).

References
Fallon, N. (2015, Jan 7). What is a mission statement? [News Article]. Retrieved from http://
www.businessnewsdaily.com/3783-mission-statement.html
Gunelius, S. (2011, April 28). Five reasons why your mission statement probably stinks [News Article]. Retrieved
from http://www.entrepreneur.com/article/219544
Hansen, R. (2015). The five-step plan for creating personal mission statements [News Article]. Retrieved from
http://www.quintcareers.com/creating_personal_mission_statments.html
Hackman, M.Z. & Johnson, C.E. (2013). Leadership: A communication perspective (6 th Ed.). Long Grove, Illinois:
Waveland Press, Inc.
Hull, P. (2013, Jan 10). Answer 4 questions to get a great mission statement [News Article]. Retrieved from
http:// www.forbes.com/sites/patrickhull/2013/01/10/answer-4-questions-to-get-a-great-mission-statement/
Missionsstatments.com. (2015). Fortune 500. Retrieved from https://www.missionstatments.com/
fortune_500_mission_statments.html
Zetlin, M. (2013, Nov. 15). The 9 worst mission statements of all time {News Article}. Retrieved from http://
www.inc.com/minda-zetlin/9-worst-mission-statements-all-time.html