What is a Mission Statement?
A mission statement is the beating heart of your business. It answers the crucial question, “What do you do?” It’s not just a string of fancy words but a clear, concise declaration of your daily commitment to achieving your vision. Think of it as the roadmap that guides every decision and action towards making a meaningful impact. It’s the practical execution that brings your Vision to life, day in and day out.
Purpose and Use of a Mission Statement
Your mission statement is the ‘how’ of your business. It’s the daily actions and principles that drive your business forward. A well-crafted mission statement:
- Guides your strategic planning and decision-making.
- Unites your team around a common purpose.
- Communicates your business’s core purpose to clients and stakeholders.
- Serves as a benchmark for measuring success and growth.
- Helps attract and retain the right talent and clients.
5 Steps to Find and Build Your Mission Statement
Step 1: Reflect on Your Vision
Key Question: What is the long-term impact you want your business to have?
- Your mission statement should align closely with your vision. Start by understanding your ultimate goals and aspirations.
Step 2: Identify Your Core Values
Key Question: What principles and beliefs drive your business?
- Values shape your mission. Identify the core values that define your business culture and ethos.
Step 3: Define Your Daily Actions
Key Question: What do you do every day to move towards your vision?
- Break down your business operations and daily activities. Your mission statement should encapsulate these actions.
Step 4: Involve Your Team
Key Question: How can your team contribute to the mission?
- Gather input from key team members. Their insights can help ensure the mission statement is inclusive and representative of the whole organization.
Step 5: Keep It Short and Sweet
Key Question: Can you convey your mission in 12 words or less?
- A concise mission statement is more memorable and impactful. Aim for clarity and brevity.
The Process of Building a Mission Statement
Who Should Be Involved?
- Leadership Team: They provide strategic direction and ensure alignment with the vision.
- Employees: Their day-to-day experiences offer practical insights into the business’s operations.
- Stakeholders: Their perspectives ensure the mission resonates with your broader audience.
Steps in the Process
- Brainstorm: Conduct workshops or meetings to gather diverse perspectives.
- Draft: Create multiple drafts, refining each one for clarity and impact.
- Review: Solicit feedback from a broader group, including employees and key stakeholders.
- Finalize: Choose the version that best encapsulates your business’s essence and goals.
- Communicate: Ensure everyone in the organization understands and embraces the mission statement.
How to Use Your Mission Statement
- Strategic Planning: Use it as a touchstone for all business strategies and decisions.
- Internal Communication: Embed it in your company culture through regular reinforcement.
- Marketing and Branding: Feature it prominently on your website, marketing materials, and social media.
- Performance Metrics: Measure your success and growth against the goals outlined in your mission statement.
- Client Engagement: Communicate it clearly to clients to build trust and loyalty.
Examples of Great Mission Statements
Example 1: Tesla
“To accelerate the world’s transition to sustainable energy.”
- Why It Works: It’s concise, clear, and aligns with Tesla’s vision of a sustainable future. It focuses on the daily actions required to bring about significant global change.
Example 2: TED
“Spread ideas.”
- Why It Works: This mission statement is exceptionally brief yet incredibly powerful. It clearly states TED’s core purpose and guides all its activities, from conferences to online content.
Example 3: Google
“To organize the world’s information and make it universally accessible and useful.”
- Why It Works: It outlines the specific actions Google takes to fulfill its vision. It’s clear, ambitious, and reflects the company’s core activities and values.
Your mission statement is the bread and butter of your business. It’s the nuts and bolts of what you do daily to drive impact, change lives, and work towards fulfilling your vision. Keep it short, powerful, and true to your core values, and watch it guide your business to new heights.
For more insights on vision, mission, and values, check out our blog “Vision, Mission and Values: so much more than marketing mega-babble!” and discover how these elements can transform your business strategy and culture.