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In the mentioned formulation of mission try as it is possible to formulate more accurately in what the idea of your business and its uniqueness consists. In mission the idea and uniqueness are reduced together. Both that and another should be present necessarily. Without uniqueness business will not take place. Thus it is necessary to understand that uniqueness far not necessarily should consist in uniqueness of business idea. The idea can be enough simple, even the private soldier. For example, opening of food shop in your house. Unique it can be that other shops nearby are not present, and you necessarily receive steady clientele and will be the first. If nearby there are other shops other uniqueness is necessary, for example, assortment and the organisation has put, scale or approach specialisation. In another way it is impossible. Without this "highlight" of business you will have ordinary firm without special prospects on development. Never begin affairs without comprehension of its uniqueness, without the difference from competitors.
The formulation not necessarily should consist of one short phrase. To me there were formulations in the size to half of sheet. It, in my opinion, is a lot of, but if it is impossible, less where to disappear, write.
Look for the formulation of mission of business at the successful companies. Especially well they are formulated at foreigners. They are in earnest about the given moment and carefully. Their companies always have and carry out the mission thought over and finished to the personnel. Esteem, think. There are very successful and well translated formulations. How words about organisation mission from time to time were naive, they reflect that the company to what to aspire should do always. Leaders of our market too have well formulated mission ("Pjaterochka", "Baltic"). And these companies are successful.
The probability is great that you cannot formulate mission of the organisation at once. Do not disregard it. Even if your business has completely developed at you in a head, has started to operate and make profit, and it seems to you that to specify its mission not necessarily, all the same write mission on a paper. The matter is that at the written formulation it can be found out that you not absolutely full represent the future business and cannot it distinctly and is short describe. The paper disciplines thought.
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