Business people are an odd bunch, always wondering what to do or build to make the next dollar. Since they obviously need help from veering off purpose, and for public companies to communicate their goals and objectives to current or possible shareholders (the real company owners), they write a mission statement.
Apple Inc.’s mission statement:
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone. (www.apple.com/investor)
What I find really interesting is the lack of openness for the next idea, instead spelling out very specifically existing products. While this does a decent job telling investors what the company builds today, it does not help management decide on the next big “One More Thing”.
Today Steve Jobs is the whip keeping everyone going in the right direction, stomping out weak ideas, or those that differ from the companies core competencies. Let us hope he sticks around for a long time, as without some type of guidance from a strong mission statement or a dominant leader, management is likely to follow some of the crazy ideas in the press these days.