A mission statement is a business or organization’s declaration of purpose—i.e., why they exist. It generally defines the key values and guiding principles for the organization. Written for a variety of audiences, including customers, employees, and investors, statements are usually short (30–60 words) and describe the organization’s TARGET MARKET, philosophy, and public image. They should avoid the use of company or industry jargon, be simple to understand, and identify the organization in a unique way. Many MANAGEMENT specialists recommend beginning a firm’s STRATEGIC PLANNING process with development of a mission statement and then conducting ENVIRONMENTAL SCANNING, followed by prioritizing goals and objectives. A mission statement differs from a vision statement in that a vision statement portrays what the organization is striving to become, pushing it toward a future goal. A mission statement directs current organizational planning and efforts. A good statement is used as a guiding force to determine an organization’s goals and directions and can be used to direct and redirect a firm’s resources. During the ECONOMIC GROWTH of the 1990s, many U.S. businesses expanded into new markets and new products, often moving away from their core competency (the things that they did well and their initial reasons for creating a business). Mission statements help to reinstate direction. Mission statements are applicable for individuals, organizations, and CORPORATIONs. Nonprofit organizations can benefit from the development of a mission statement to use in defining and directing the group’s charitable activities. Developing a mission statement before creating a corporate website, can be useful determining its purpose—i.e., ADVERTISING, information, sales, or building customer relationships. Critics, however, contend mission statements are expensive exercises that result in a framed wall-hanging read by visitors in a company’s waiting area but are rarely utilized in management decision making.