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You’re on a mission, or at least you should be. Having a mission statement for your convenience store can help keep you focused on your goals. The downside of mission statements, though, is that they’re so overused, they often end up ignored. Business and technology guru Guy Kawasaki challenges business owners and managers to ask two questions about their mission statements. First, do your employees know what the company mission is? And second, could anybody tell, from reading the mission, your company from any other?

Mission Statements for Convenience Stores

Mission statements for convenience stores might look a little different than those of the companies Mr. Kawasaki has led, but the same questions apply. For any mission statement to work, it must have impact on both your customers and your employees. You can’t reach any long-term goals without making money, and customer loyalty drives profits. Your mission should embrace the differentiators that set your store apart from the competition.

Aside from serving your customers, your mission must also generate buy-in from your staff. When employees make a personal connection to your mission, they’re more likely to stick with it. Help employees understand how your mission impacts them personally, as well as how it affects your customers and your community. No one wants to feel like simply a cog in a wheel. People naturally want to be a part of something bigger than themselves. The right mission will give your employees that opportunity.

Turning Obstacles into Goals

Missions fail when companies can’t overcome risks. You may already know what some of those risks will be, but your employees can likely identify even more. Ask for their help in defining the problems that keep the company from achieving its mission. What specific hurdles keep profitability low and prevent customers from coming back? Inefficient procedures, staffing issues, inconsistent quality, or poor vendor relations are just a few examples.

With your obstacles identified, you can create specific goals that pave the way toward mission success. Remember, mission statements for convenience stores should focus on both serving your customers and getting staff buy-in. After all, without those two groups of people, your mission is meaningless.

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