Not all research around mission statements is definitive. While Pearce and David supported high-content statements (1987), which tend to be longer, Bart found shorter, 30-60-word statements were more effective (Smith et al, 2001). In addition, while in the minority, some studies have questioned the value of mission statements, citing points ranging from Bart’s concern for the possible harm when consultants dominate the process, to Ireland and Hill’s point that some statements “are too vague, having involved too few stakeholders or involving hollow platitudes, and the like.” However, these studies are in the minority. In general, most research and literature surrounding the use of mission statements suggests a benefit. (Smith et al, 2001)
Why Mission Statements are an Effective Coaching Tool
Mission statements have been used as an effective coaching tool for individual and organization clients. Dr. Steven Covey, internationally recognized leadership and self-development authority, for example, promoted the concept of “beginning with the end in mind” as the second of his seven habits of highly effective people. In his teachings, he had clients develop a personal mission statement in order to practice this habit. According to his website,
Writing a mission statement can be the most important activity an individual can take to truly lead one’s life. (stephencovey.com, n.d.)
On his online community, Dr. Covey defined personal mission statements “based on correct principles” as being
like a personal constitution, the basis for making major, life-directing decisions, the basis for making daily decisions in the midst of the circumstances and emotions that affect our lives… when we create a mission statement of our own and choose to live by it, we can flow with the changes.
Dr. Covey warned that
creating a mission statement is not something you do overnight. It takes deep introspection, careful analysis, thoughtful expression and often many rewrites to produce it in its final form. … Even then, you will want to review it regularly and make minor changes as the years bring additional insights and changing circumstances.(stephencovey.com, n.d.)
Mission statements involve a number of attributes that have been proven effective in the coaching process. First, by creating a mission statement, a person or organization must create what Napoleon Hill called a “definiteness of purpose.” This clarity, he says has numerous benefits, including self-reliance, personal initiative, imagination, self-discipline, enthusiasm, concentrated effort, specialization (which he says leads to perfection), budgeting of time and money, alertness to opportunity and decision making ability. (Napoleon Hill Foundation, 3-6)
Second, a mission statement is written, which research shows increases chances of success.
Writing out your definite major purpose forces you to be specific about it. It reminds you of its strengths and exposes its weaknesses. If you cannot put what you are going to do into words, it is probably because you are not as sure about it as you think. (Napoleon Hill Foundation, p.10)
In an undated summary of her recent research into the effectiveness of coaching techniques, psychology professor and life coach Gail Matthews, PhD of Dominican University wrote that those who wrote their goals accomplished significantly more than those who did not write their goals. David Kohl, professor emeritus at Virginia Tech, also agrees that writing down goals is important. In his study, he found that:
- 80% of Americans say they don’t have goals
- 16% have goals, but don’t write them down
- 3% have written goals, but don’t review them regularly
- 1% have written goals and review them regularly
The study indicated that the “high achievers” were the one percent with written goals who reviewed them regularly. (Denham, 2011)
According to Matthews’s research summary, accountability and commitment are also effective coaching tools to help people accomplish goals. Because these attributes can be applied to a mission statement development exercise, for example sharing one’s mission statement with others and setting up structures for accountability toward one’s mission, these can be considered third and fourth attributes of mission statements known to be effective in coaching.