Fails Vision or Mission Statements

Dear All,

There are several companies create fails vision/ mission statements that are hard to follow or implement. Those failures might affect directly to company’s image, growth rate, people’s feeling& attitudes and it might make the company becomes bankrupt.

First of all, many companies aiming to write a wonderful vision/ mission statement without implementing it. For example, Enron used to have 4 nice words as its statement “Respect, Integrity, Communication and Excellence” however, it was hard for its employees to respect their customers when the company focused to hide their costs and debts people their pensions. And, when the company could not follow its statement for day-to-day business, customers would notice its failures. Then, those disappointed-customers shared their negative word-of-mouth and in the end, the company became bankrupt.

Secondly, some statements do not give customers a specific picture or idea what is the goals. Also, the company’s statement that is too common, generalized is hard to be followed by employees. The statement should be unique to the company and differentiate itself from other industries. For example, Amazon’s statement says that it wants to build a place where people can come to find and discover anything they might want to buy online. This statement has been made to be more specific by using some words like “buy online”, “anything”.

Thirdly, in my opinion a statement that looks only profits and market share are not good ex. To become world largest computer industry. It might be effective to create growth however, it does not inspire its employees to work. The statement should say something externally, or about positive impact that the company can do for outside communities.