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Mission Statements and visions

June 28, 2012

I was browsing a game  company web site looking for info about a particular event when I read what seemed to be their mission statement. This got me thinking what other mission statements are out there, as this is the ultimate guideline for how to act for a company representative.

That being said, I struggled to find a clear mission statement on a number of corporate web sites – a mission statement would be a single sentence, maybe two, that defines the reason for the company to exist essentially – their ultimate purpose. Many companies have one, but not all of them have it available on the web site.

Anyway, a few of the mission statements/goals that I actually found, sort of:

  • Dedicated to creating the most epic entertainment experiences…ever.
  • To make people in this world happier. The ultimate mission of CompanyName is to make each and every one on Earth happier. That is, to make people’s lives more enjoyable.
  • CompanyName’s mission is to attract and retain customers by providing top quality online entertainment. CompanyName does this by establishing and nurturing a trust relationship with customers both in terms of quality of content as well as quality of service.
  • Our ultimate goal is to maximize shareholder value.
  • We are gamers dedicated to creating the best online worlds for players of all ages.

Do you know from which companies these statements were found? They come from SOE, NCSoft, Blizzard, CCP and Perfect World Co, although in a different order than listed.  A few notes:

  • No-one mentions games explicitly.
  • Two out of five mentions “online”. Not all of them do online games exclusively, of course.
  • Two or perhaps three depending on interpretation mentions customers/players.
  • Two refers to entertainment
  • One mentions shareholders

There is one statement and sentence here that triggered this blog post in the first place and one which I find a bit worrisome – the one mentioning shareholders and that can be found on this website. To be fair though, this was under the headline Investor Relations. But also under the company profile something similar was mentioned: The Company plans to continue to explore new and innovative business models and remains deeply committed to maximizing shareholder value over time.

I used to work for a company in which some people were very focused on quarterly results; not so much on customer value and relations. I have also seen other examples where the wrong incentives were in place so that focus were simply put in the wrong place.

Perhaps there are other items of guidance, but shareholder value should not be near the top of such a list, IMHO.

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Categories: MMO Games
  1. June 29, 2012 at 00:44

    Being focused more on quarterly results than retaining and growing a customer base is a completely asstastic long term plan for a business. Yet I see tons of businesses from MMOs to retail stores flush themselves down the pooper that way. Setting your current customer base on fire in the hopes of attracting a new bigger one is even more stupid, but the only examples of that I can think of are in MMO space.

  2. July 2, 2012 at 08:41

    “Make as much money as possible” (which is the same as ” maximize shareholder value”) is not a goal or mission statement. It is the means to get to that goal. So if the mission statement is truly that than they have no direction or vision at all. However, I think a company mission statement is something very American. Maybe the PW marketing team hasn’t done their homework on corporate PR as well as the others. It is a bit worrying to see statements like but, but I see it more as unprofessional than greed.

  3. July 2, 2012 at 10:06

    That is precisely the problem if you only have statements like that – the means have become the goal.

    Mission statements, the one sentence type, tend to be more common with Amercian companies, that is quite true. But other companies often do have something to describe their core idea or value as well, although it can be a bit longer.

    They may also have some vision or core idea or values that drives the company, which would be good to include if you want to attract long term investors who believe in the same idea. Those are the ones that may stick around and invest in your company even if may have some setbacks.

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