The answer can be found in the following quote:

“Life is not worth living, without a purpose or meaning” – Buddha

Gautam Buddha Buddha passionately believed that people could lead meaningful lives if they understood its underlying purpose.

An organization too needs to establish a mission and its purpose. The means are bound to follow. If the purpose is noble the means will be honest and ethical. Evolving such a mission will need deep introspection and sometimes may even emerge serendipitously.

In the context of ‘Business Management’ the company mission embodies the strategic decision-makers ‘business philosophy’, and also reveals the image the company seeks to project, and indicates the principal product or service areas, and the primary customers needs the organization attempts to satisfy.

The organizational philosophy reflects basic values, aspirations and philosophical priorities that the strategic decision-makers are committed to emphasize in the management of their firms.

I believe and I have seen it happen when a mission is inspirational it energizes the entire organization. People relate to the mission by ‘Living the mission’ and translating it to achieve the objectives. Work becomes exciting as they all own the mission. A mission statement can also serve as a control mechanism to keep the company “on track” and to keep it from wandering into unrelated businesses. It serves as boundary lines to make decisions. Therefore a mission statement must be neither too narrow (rigid) nor too wide (without clear goals & direction). The mission need not mention

Henry Ford

Henry Ford

profitability and such like goals as it may dilute the inspirational purpose. On this a quote by Henry Ford is apt – “A business that makes nothing but money is a poor business”. In another quote he reveals “A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large”.

The objectives that flow out of the mission must however be specific, quantifiable and measurable and time bound. It may include profitability, market shares, ROIs or other targets. The strategy of an organization is formulated to achieve the objectives.

The mission statement of the highly respected and admired Tata Group best exemplifies what makes a mission statement really great.

J.N. Tata

J.N. Tata

“In a free enterprise, the community is not just another stakeholder in business but is in fact the very purpose of its existence.” Jamsetji N. Tata, Founder, Tata Group

Founded by Jamsetji Nusserwanji Tata (JN Tata) in 1868, the Tata group has developed into one of India’s largest business conglomerates.

JRD Tata too continued the spirit of JN Tata’s business philosophy with the

JRD Tata

JRD Tata

guiding mission of the Tata group as “No success or achievement in material terms is worthwhile unless it serves the needs or interests of the country and its people”.

A pioneer in several areas, the Tata group has consistently followed the path of innovation, growth and development. Tata is credited with pioneering India’s steel industry, civil aviation and starting the country’s first power plant and  the market leader in several diverse fields . It had the world’s largest integrated tea operation, was Asia’s largest software exporter, and the world’s sixth largest manufacturer of watches (Titan).

All the individuals who headed Tata institutions emphasized the importance of philanthropy and the utilization of wealth to enhance the quality of public life. The core values espoused by the group included integrity, understanding, excellence, unity and responsibility Core Values of the Tata group. The values of the founders are reflected in the mission statement of the group, which lays great emphasis on CSR.

Such mission driven organizations will have departments at all levels conduct themselves in line with the values. Training programs and other strategies too  align themselves to the mission and thereby add value.

We can conclude with conviction that for a mission to be sustainable it has to reflect the values and ideals of the owner or founder or top management. I hope to host another post with a focus on the relationship of a sustainable strategy with a value-based mission.

Looking forward to your responses. Thanks.


About Dilip

An open mind! Love to share my thoughts and a keenness to learn. An engineer and a MBA I had a wonderful innings in the Army and later moved to consultancy and teaching. My current interests are music and growing culinary herbs. Love to play golf and do yoga regularly. I am serious on "Living life less seriously". A warm welcome to you be well and be cheerful always.

6 responses

  1. Balasaheb Thete says:

    Dear Sir,

    Really apprecaite the contents of the topic and the examples given. TATA Group’s mission statements are the best examples and indicates the respect they have for the country and people.




  2. supriya says:

    Dear Sir,

    The examples given by you are one of the appropriate and best one…I would like to say that….Warren Bennis, a noted writer on leadership, says: “To choose a direction, an executive must have developed a mental image of the possible and desirable future state of the organization. This image, which we call a vision, may be as vague as a dream or as precise as a goal or a mission statement.”People tend to forget about the purpose of their company after some time. Straying from their path, they decide to invest or create something that has nothing to do with their business. That’s when a mission statement comes in. The goal of a mission statement is to set a standard of what your company is trying to accomplish and how. It directs you back to the proper course if you ever stray from it…

    Supriya S. Dhende


  3. Vedant says:

    Hello Sir
    Mission… a path, which we have to follow to achieve our targeted goals. Without target or focus, you cannot do anything, we will find our self lost in this crowded world. To conquer this world you should have a Mission.



  4. Lubna says:

    Dear Dilip Sir,
    Well said, as always. In addition, the management has to lead by example, constantly drive down the message of the mission statement of the organisation. Walking the talk (mission statement) is very essential.
    Start-up enterprises would do well to involve even their key employees in the mission-making exercise. This will help ensure acceptance and adherence of the mission statement.
    Wishing you and your loved ones and your students a Happy Diwali.
    Best, Lubna


    • Dilip Naidu says:

      Dear Lubna,

      What a lovely message for Diwali to all of us here including my students. Wow.

      Your comments too are absolutely ‘spot-on’. The mission statement unless communicated by the CEO with passion may remain a beautifully worded script only. This is what differentiates an effective strategic leader.

      Thank you again and regards,