Why Mission Statements Matter in Dentistry

In the book The 7 Habits of Highly Effective People, Stephen Covey discusses the importance of a mission statement. Although he passed away a few years ago, his insights remain valuable. Covey was a business consultant and an influential figure, especially in the hotel industry. He worked with the Marriott School of Hotel Management in Utah, where he helped develop the idea of mission statements for businesses.

Peter Drucker, another influential figure, also emphasized the importance of mission statements. He referred to them as a “North Star” for organizations. According to Drucker, the best way to predict the future is to create it, and you can’t create the future without knowing where you want to go.

Staying Focused and Aligned

We’ve all had moments where we feel overwhelmed. Running around answering emails, responding to texts, and constantly being distracted by social media like Instagram or TikTok can lead to losing focus. People often say they are "so busy," but in reality, they may be unclear on their goals. When I get caught up in the chaos of daily tasks, I remind myself to return to my mission statement. It brings me back to my purpose and keeps me on track.

My Journey with Mission Statements

When I first opened my practice in 1985, I didn’t have a mission statement. It wasn’t until about four or five years into practice that I realized the need for one. My team and I went to Mystic, Connecticut, for a small retreat, where we rented a hotel room for the day. We cleared out the room, brought in sandwiches, and set up a whiteboard to discuss our core values, goals, and vision.

At the time, creating mission statements wasn’t common. Hotels, influenced by Covey, were one of the few places where you would see them regularly. Our initial mission statement was long and difficult to remember. It was something like: “To improve the quality of our patients' overall oral health through education, motivation, and a clean, healthy environment.” Although it was a start, it wasn’t practical.

Refining the Mission

Around 10 years ago, we simplified the mission statement. Now, it’s very clear and easy to remember: "To improve the quality of our patients' lives." This statement no longer focuses on just dentistry, but instead, it focuses on the people we serve. Simon Sinek often asks, “What is your why?” Our why is to improve the lives of others through dentistry. It’s about serving others and making a positive difference in their lives.

I find more satisfaction in making a difference than in the number of dental procedures I perform. Whether it’s a simple checkup or a complex procedure like implants, my goal is always to improve the patient’s life. Sometimes, the best thing I can do is tell a patient that they don’t need any dentistry at all, and we’ll just monitor their progress.

The Role of a Mission Statement in Your Practice

A mission statement serves as your North Star. It provides direction and focus, which is crucial for success. It rallies your team around a common purpose, and when everyone is aligned with that mission, the practice runs more smoothly.

I love going into work each day because I am aligned with my mission, and so is my team. Our mission is to combine health, happiness, aesthetics, and beauty—an incredible balance within our profession.

Creating Your Own Mission Statement

If your practice doesn’t have a mission statement, I encourage you to create one. Here’s what I suggest: Gather your team together for 3 or 4 hours, provide lunch, and set up a whiteboard. Have your team list characteristics that reflect what your practice is about. Your team will help you write the mission statement, and in doing so, they will feel more connected to the practice’s vision.

Additionally, consider creating a mission statement for your personal life. Mine is simple: “To improve the quality of every life I touch.” Whether it's at Starbucks, on a plane, at the gym, or in my office, I strive to make a positive impact on others. When I am not aligned with this mission, I know something is off.

Remember, if you don’t know where you’re going, any road will take you there. A mission statement will help you define your destination and the path to reach it.

Conclusion

Creating a mission statement isn’t just about writing down a few words. It’s about defining your purpose, your values, and your goals. When your practice has a clear mission, it becomes easier to stay focused, aligned, and driven. Make sure that both you and your team are connected to the mission, and you’ll see a positive impact on your practice and your patients’ lives.

Have a great day, and remember: Be the gift!