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In the collection Intranet Principles
Defining a mission statement that mobilizes

Making User Architecture Meaningful, Part 1

Making User Architecture Meaningful, Part 2

Complex Intranets & Governance: Who decides what?

Sliver Platters: Danger warning or sign of health?

“Part of the power of a mission statement lies in the experience of defining it. Done with the right people, it practically garantees the success of your project.”

Defining a mission statement that mobilizes

(Aug 2004, original version Sept 2001)

The mission of an intranet describes what the intranet should provide, and for whom. Reaching an effective mission statement requires bringing together the right people in several collaborative work sessions.

A powerful, business-driven mission statement cannot be defined by an intranet team on their own; it must also involve the business managers and functional managers across the company.

A powerful mission statement mobilizes people. It can be described as follows:

It reflects both the present context and the mid term strategic objectives of a company.
It speaks to all players at all levels: business units, individuals, top management, countries, etc.
It is aligned to the business strategy.
It is formulated in pragmatic terms that are meaningful and motivating.
It is valid for around 2 years, and is based on a long-term vision enabling it to evolve as the company does.

The time spent defining the mission of your intranet is well invested. If you did not do it when the intranet was created, it can be done later, for example when there is a re-engineering or re-positioning of the intranet.

Once defined, top management must communicate the missions statement to the entire company. It should be referred to regularly in all communication about the intranet.

The mission statement is the basis for a number of key decisions including:

Development priorities
Budget allocation
Content management tools
Organization and management of the intranet

Skipping this vital exercise will leave you without a reference point when you need to make difficult decisions about money, time and priorities.

(Aug 2004, original version Sept 2001)

Defining a mission statement that mobilizes

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