Spencer Lanoue
Writing a mission statement doesn't have to feel overwhelming. A well-crafted mission statement is your business's compass, guiding your decisions and keeping your team aligned. Let’s break down how to create a mission statement that truly reflects your organization’s core purpose and values.
What is a Mission Statement?
A mission statement is a brief declaration that outlines the purpose and primary objectives of an organization. It’s not just a tagline; it’s the foundation that helps you stay focused on what’s important. Think of it as the North Star that guides your business decisions. But don't worry, crafting one isn't as daunting as it sounds.
Why Your Business Needs a Mission Statement
A mission statement provides clarity and direction. It helps everyone in your organization understand the company’s goals and how their work contributes to achieving them. This clarity can be especially crucial during challenging times when tough decisions need to be made. A strong mission statement keeps your team on course, ensuring everyone is working towards the same goals.
Elements of a Strong Mission Statement
Creating a mission statement involves more than just stringing together a few aspirational words. There are key elements that every effective mission statement should include. Let’s unpack these elements to ensure your statement is both meaningful and actionable.
Purpose
Your mission statement should clearly articulate the purpose of your organization. Why does your business exist? What is the problem or need you’re addressing? This is the heart of your mission statement and should resonate with both your team and your customers.
Example: "To provide innovative and sustainable solutions for water purification, ensuring access to clean water for communities worldwide."
Values
Values are the principles that guide your company’s actions and decisions. Including these in your mission statement helps communicate what you stand for. These values should reflect the culture you want to cultivate within your organization.
Example: "We prioritize integrity, innovation, and sustainability in all our operations, striving to make a positive impact on the environment and society."
Audience
Consider who your mission statement is for. Is it directed at your customers, your employees, or both? Tailoring your mission statement to your audience can help ensure it resonates with the people who matter most to your business.
Example: "Empowering educators to inspire the next generation with cutting-edge tools and resources."
Inspiration
Your mission statement should inspire and motivate. It should convey a sense of passion and urgency that encourages your team to strive for excellence. An inspiring mission statement can also attract like-minded customers and partners who share your vision.
Example: "To ignite creativity and joy through transformative storytelling experiences."
Steps to Crafting Your Mission Statement
Now that we’ve covered the essential elements, let’s walk through the steps to create your own mission statement. Remember, this is a collaborative process that should involve key stakeholders from across your organization.
Step 1: Gather Input
Start by gathering input from your team. This can include brainstorming sessions, surveys, or interviews. Encourage everyone to share their thoughts on what they believe the company’s purpose and values are. This collaborative approach ensures your mission statement reflects the collective vision of your organization.
Step 2: Identify Common Themes
As you gather input, look for common themes and ideas. These recurring themes will form the backbone of your mission statement. You might notice that certain values or goals resonate with multiple team members, indicating their importance to your organization.
Step 3: Draft Your Statement
With your themes identified, it’s time to draft your mission statement. Keep it concise and focused. Aim for one or two sentences that encapsulate the essence of your organization. Don’t worry if it’s not perfect on the first try; you’ll refine it in the next step.
Step 4: Refine and Edit
Once you have a draft, refine and edit it to ensure clarity and impact. Remove any jargon or unnecessary words. Your mission statement should be easy to understand and remember. Consider sharing the draft with a small group of trusted colleagues for feedback and make adjustments as needed.
Step 5: Share and Implement
After finalizing your mission statement, share it with your entire organization. Make sure it’s visible in your workplace, whether it’s on your website, in your office, or in company communications. Incorporate it into your onboarding process to ensure new employees understand and embrace your mission from day one.
Mistakes to Avoid
While creating a mission statement, it’s easy to fall into some common traps. Let’s go through a few pitfalls to watch out for, ensuring your mission statement is as effective as possible.
Being Too Vague
A mission statement that’s too vague or generic won’t resonate with your audience. Avoid using buzzwords or phrases that could apply to any business. Instead, focus on what makes your organization unique.
Example of a vague statement: "To provide excellent customer service and high-quality products."
Making It Too Long
Keep your mission statement concise. A lengthy mission statement is difficult to remember and can lose its impact. Aim for one or two memorable sentences that capture the essence of your business.
Example of a long statement: "Our mission is to be a leading provider of innovative solutions, delivering unparalleled value to our customers through exceptional service, cutting-edge technology, and a commitment to sustainability."
Ignoring Feedback
Don’t skip the feedback stage. Input from your team is invaluable in ensuring your mission statement accurately reflects your organization’s values and goals. Ignoring this feedback can lead to a statement that doesn’t resonate internally.
Real-Life Examples of Great Mission Statements
Let’s look at a few examples of mission statements from well-known companies to see what makes them effective.
Tesla
"To accelerate the world’s transition to sustainable energy."
Tesla’s mission statement is clear, concise, and ambitious. It reflects the company’s commitment to sustainability and innovation, while also setting a bold vision for the future.
"To organize the world’s information and make it universally accessible and useful."
Google’s mission statement highlights its core function—organizing information—while emphasizing accessibility and utility. It’s a great example of a mission statement that’s both specific and broad in its scope.
Patagonia
"We’re in business to save our home planet."
Patagonia’s mission statement is striking in its simplicity and directness. It clearly communicates the company’s environmental focus and commitment to making a positive impact.
How to Use Your Mission Statement
Once your mission statement is complete, it’s important to integrate it into your organization’s culture and operations. Here are some practical ways to do this:
Decision-Making
Use your mission statement as a guide for decision-making. When faced with a tough choice, ask yourself which option aligns best with your mission. This can help ensure your actions are consistent with your organization’s values and goals.
Employee Engagement
Incorporate your mission statement into employee training and development programs. This helps new hires understand your company’s purpose and how their work contributes to achieving it. Regularly remind your team of the mission to keep them motivated and engaged.
Marketing and Branding
Your mission statement can be a powerful tool in your marketing and branding efforts. Use it to communicate your company’s values and purpose to customers, partners, and the public. This can help differentiate your brand and build loyalty among like-minded consumers.
Adapting Your Mission Statement Over Time
As your business evolves, your mission statement may need to change. It’s important to regularly review and update your mission statement to ensure it remains relevant and aligned with your organization’s goals.
When to Update
Update your mission statement if your business model changes significantly, if you enter new markets, or if your company’s values evolve. A periodic review, perhaps annually, can help ensure your mission statement continues to reflect your organization’s purpose and direction.
How to Update
When updating your mission statement, follow the same collaborative process you used to create it. Gather input from your team, identify new themes, and draft a revised statement that incorporates these changes. Communicate the updated mission statement to your organization and stakeholders, explaining the reasons for the change.
Final Thoughts
Creating a mission statement is a foundational step for any organization looking to define its purpose and goals clearly. With a well-crafted mission statement, you can guide your team, inform your decisions, and communicate your values effectively. And if you need help getting started, Spell can assist you in drafting and refining your mission statement, ensuring it’s polished and professional. Remember, a strong mission statement is more than just words; it’s the heart of your business.
