Mission Statements and HUGGS

I recently read The IKEA Story by Bertil Torekull. I really liked reading about the mission statement and values of the company.

The official IKEA mission statement is so large and global that it seems impossible to achieve...

"Our vision is to create a better everyday life for the many people." 

This reminds me of Andy Cope's message about setting HUGGS - Huge Unbelievable Great Goals. The vision statement should arch over everything an organisation does. It perhaps will never be achieved - but we work towards it as it guides everything we do. Schools should have a vision statement written as a HUGG.

That overarching mission statement is backed up, however, by a "business idea" which defines the IKEA brand to its customer and makes the IKEA mission attainable with the masses. The IKEA Business Idea is... 

"Offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them." 

I love the idea of setting a business plan so simply like this one. It adds substance and realism to your mission statement.

Source: http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/IKEA-Stores-Mission-Statement.htm

Kamprad wrote his nine 'commandments' in his book for staff, 'A Furniture Dealer's Testament'. These commandments constitute the spiritual basis of IKEA.

1 The Product Range Is Our Identity
IKEA offers a wide range of well-designed, functional home furnishing products at prices that are so low that s many people as possible are able to afford them.

2 The IKEA Spirit Is a Strong and Living Reality
IKEA builds on enthusiasm, a desire for renewal, thrift, responsbility, humbleness toward the task, and simplicity. "We must look after each other and inspire. Pity the man who cannot or does not want to partake."

3 Profit Gives Us Resources
IKEA will achieve profit - "a wonderful world" - through the lowest prices, good quality, more economical development of products, improved purchasing, and cost savings.

4 Reaching Good Results with Small Means
"Waste is a deadly sin."

5 Simplicity Is a Virtue
Complex regulations paralyze, "exaggerated planning is the usual cause of death to companies," and simplicity gives strength. IKEA people do not drive flashy cars or stay at luxury hotels.

6 Doing It a Different Way
"If from the start we had consulted experts about whether a little community like Almhult could support a company like IKEA, they would undoubtedly have advised against it." IKEA goes its own way, turning to shirt factories to make cushions and window factories to procure good frames for tables, charging more for umbrellas when the sun is shining but selling at bargain prices when it rains.

7 Concentration Is Important to Our Success
"We can never do everything everywhere, all at the same time."

8 Taking Responsibility Is a Privilege
"The fear of making mistakes is the root of bureaucracy, the enemy of development. Exercise your privilege, your right, and your duty to make decisions."

9 Most Things Still Remain to Be Done - A Glorious Future!"
You can do so much in ten minutes. "Let us continue to be a group of positive fanatics who make the impossible possible."

In schools, these nine commandments would be called our school aims. Every person working in the school should have an understanding of the aims and what we want to achieve as a school.