The concept of a mission creep involves an expansion beyond the original goals and purposes for a given project. Originally associated with the implementation of military and humanitarian strategies, the mission creep has come to be a common term applied in the business community. In most cases, a mission creep is formulated and put in place once the initial goals have been realized, and there is a desire to build on the existing momentum generated by the project.
In terms of business, a mission creep strategy would involve expanding the appeal of a product that was developed and successfully marketed. Often, this may involve the addition of a new ingredient to the already successful product, or promoting new applications for the product. Sales campaigns that tout products as being “new and improved” or that encourage the consumer to purchase the product for use in new ways are excellent examples of the mission creep.
The expansion of a mission generally involves careful planning. When involving existing goods and services, this will involve consumer research to determine what buyers think of the product and how the good or service could be enhanced in some manner. Often, the results of the research can help a marketing department to come up with several ideas on how to add some element to the product and make it even more desirable to a larger share of the consumer market.
After gathering the research, the next phase of the mission creep will involve field testing of the enhancements or new marketing approach. Obtaining constructive feedback about the new and improved product will help the marketing effort refine the campaign, and maximize the chances for a successful expansion of the market share. During this phase, it is possible to refine both the product and the promotion strategy before the actual re-launch of the product.
Not all missions prove to be successful. In some instances, consumers will reject the new and improved product in favor of the original good or service. When this occurs, it is wise to withdraw from the expansion of missions before significant losses take place. At the same time, it is very possible for the enhanced product to catch on and become extremely successful.
