Mission: Ridiculous? Does your school have its story straight?
“A mission statement can be defined as an enduring document of purpose that distinguishes one business from other firms of its type” (Cochran et al., 2008, p. 27). How does your mission statement stack up?
In addition to considering the following mission statements against Drucker’s (2005, p.7) ‘mission musts’, I will also weigh my reaction according to Cochran et al.’s (2008) “component analysis.” Cochran et al. (2008) expound upon Daft’s (2010, p.60) discussion of focus by isolating whether the mission statement actively reveals approach to customers, specific products or services, markets, technology, institutional longevity, philosophy, differentiators, or branding (Cochran et al., 2008, p.30).
Another intriguing aspect of Cochran et al.’s (2008) approach to refining the mission statement is proactively evaluating readability: “If the index was considered too high for their average readership they would rewrite the MS draft by reducing sentence length and usage of multiple syllabled words;” this is also referenced as the denotative analysis, which incorporates Blundell’s (1980) “Fog Index” (p.33). This framework then recommends readers evaluate the mission statements using connotative analysis on the basis of three dimensions–optimism, aggressiveness/assertiveness, and inspiration–using a Likert-type 1-5 scale (Cochran et al., 2008, p.30); I will utilize Cochran et al.’s (2008) connotative instead of denotative analysis to offer a cursory rating representing my overall appraisal of the mission statement.
Below are two institutions which approach learning and higher education in different ways–but Mayland was ranked 4th in its class by a politics and government publication (College Guide, 2010). While this monthly may not incite the same fever as caused by law school rankings (Sauder & Lancaster, 2006) there have been reports of criticism about the data used to evaluate the organizations, where dissenters claim community colleges are too complex to be ranked (Moltz, 2010). Since we are essentially ranking mission statements, I will assume for the purposes of this submission that a college placing in the top tenth on this list deserves attention.
Mayland Community College (#4)
“The mission of Mayland Community College (MCC) is to empower adults to become lifelong learners and to improve the quality of life within our communities” (Mayland Community College, 2010). Mayland’s mission statement is concise, but actively addresses multiple components of an effective mission: customers, institutional longevity, differentiators, branding. Specific products are somewhat implied, and while it is preferable that additional components were more actively integrated, the brevity is notable and lends well to memorability. The customers are adult students, while longevity is implied by a commitment to lifelong learning and learners, as well as “quality of life” in the community. Reinforcing ideas of “community” and “lifelong learning” is warm in approach, and immediately shapes perception of the branding. MCC’s differentiation lies in their active position to move beyong simple education by citing intent to “empower” and “improve;” these words begin to contextualize operations (Drucker, 2005, p.4) and inform goals.
The structural simplicity of the statement and emphasis on “lifelong learning” and “quality of life” offers great potential for a strong organizational culture. “The human organism cannot tolerate too much uncertainty or stimulus overload” (Schein, 2004, p.111); a simple, but forward-looking mission is also a solid basis for common language and effective communication. I have attended many churches, but do not remember any of their missions except that of one: To lead people into a growing relationship with Jesus Christ. It reflects the purpose of most Christian organizations, yet remains distinct in it’s simplicity. Similar to MCC’s mission statement, this is punchy, easy to remember, and specific.
Without extensive context about the culture and history of the college, I would wager that most stakeholders can capture the core message if challenged. MCC has chosen to celebrate well-being as a whole-life strategy, and so embraces “latent functions” (Schein, 2004, p.90) of the community college in an assertive manner which serves to differentiate their purpose. (Score: 11, where MCC earns 3pts for optimism, 4pts for aggressiveness/assertiveness, and 4pts for inspiration)
Tidewater Community College (Unranked)
“Tidewater Community College (TCC) provides collegiate education and training to adults of all ages and backgrounds, helping them achieve their individual goals and contribute as citizens and workers to the vitality of an increasingly global community” (Tidewater Community College, 2011). Qualititatively, the wordsmithing is rather tepid. There is nothing distinct about this declaration which differentiates TCC from any organization which has adopted socially accepted practices relative to diversity and today’s multicultural classroom. TCC does specificy that it intends to provide “collegiate education,” which certainly narrows their intent to deliver a product which is distinct from non-collegiate education and thereby establishes ab initio they are, in fact, a college.
All backgrounds and ages is overly broad (Drucker, 2005, p.5), despite the entirely noble gesture which inclusion of the phrase represents. In a diverse society, whom else would this institution deign to serve? On the contrary, if instead of dismissing the expression as insipid one fully engages the underlying connotation, it begs the question of whether we have entered an age where it is no longer necessary to announce this? Drucker (2005) offers a succinct insight: “What everybody knows is usually twenty years out of date” (p.69). TCC does address some components effectively, such as philosophy and markets when discussing “citizens and workers” and the vitality of the “global community,” respectively. However, I would have rathered bolder expressions such as the “promotion of vigor and good citizenship” or “foster enrichment” but this may have fared poorly on the “fog index” (Cochran et al., 2008, p.33).
This mission fails to coalesce opportunities and needs with intent (Drucker, 2005, p.7), and amounts to “We are a college that provides college learning to everyone, and we help them to reach their goals and chip in.” Summarily, this mission statement feels more vague than ambitious, and more passé than traditional–thus falling hopelessly short of vintage. Sorry Tidewater: back to the drawing board. (Score: 7, where TCC earns 5pts for optimism, 1pt for aggressiveness/assertiveness, and 1pt for inspiration)
Want to submit an institution to be ranked? Reply with the mission statement in the comments section below…
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Cochran, D., David, F., & Gibson, C.. (2008). A framework for developing an effective mission statement. Journal of Business Strategies, 25(2), 27-39. Retrieved from ABI/INFORM Global. (Document ID: 1670433141).
College Guide (2010). Washington Monthly. Retrieved from http://www.washingtonmonthly.com/college_guide/rankings_2010/community_colleges.php
Daft, R. (2010). Organization theory and design. 10th ed. Mason, OH: South-Western Cengage Learning.
Drucker, P. (2005). Managing the non-profit organization: Principles and practices. New York, NY: HarperCollins Publishers.
Moltz, D. (2010, Aug 24). Evaluating community college rankings. Inside Higher Ed. Retrieved from http://www.insidehighered.com/news/2010/08/24/rankings
Mayland Community College (2010). Retrieved from http://www.mayland.edu/students/marketingmedia/catalog/generalinfo.html
Sauder, M. & Lancaster, R. (2006). Do rankings matter? The effects of U.S. news & world report rankings on the admissions process of law schools. Law & Society Review, 40(1), 105-134. Retrieved February 26, 2011, from Criminal Justice Periodicals. (Document ID: 1009548651)
Schein, E. H. (2004). Organizational culture and leadership. San Francisco, CA: Jossey-Bass.
Tidewater Community College (2011). Retrieved from http://www.tcc.edu/welcome/collegeadmin/OIE/mission.htm

