Setting mission statements

 According to strategic management expert Vern McGinnis, there are seven key functions of an effective mission statement:
1. Defines what the organizations is
2. Outlines what the organization aspires to be (in line with its vision statement)
3. Limited enough to exclude certain ventures
4. Broad enough to allow for growth in a creative or innovative way
5. Distinguishes the organization from others
6. Serves to evaluate current business activities
7. Phrased clearly so that it is understood by all.