A mission statement clearly communicates what an organization does. It aims to define the who and the what of a company, and declares an organization's purpose: why it exists. Generally, it includes an overall description of the organization and its objectives. A mission statement serves two purposes:
- Helping the company’s employees remain focused on the tasks at hand while still encouraging them to find other innovative ways to allow the company move towards increasing productive achievement of its goals.
- Helping you effectively communicate and connect with your customers so that they stay loyal to your brand for a lifetime. This helps you to increase your overall profitability while still building a solid foundation of brand awareness and promotion.
How to write a mission statement
A good mission statement needs to be clear, concise and useful. It should represent every facet of an organization, including the nature of your products, quality, service, pricing, growth potential, use of technology, marketplace position and your relationship with your employees, customers, competitors, suppliers and the community at large.
Describe what your organization does
The goal here is not to be fancy, but to simply state what your business does. Whatever your company creates or provides to the consumer is your business’s purpose. Some of the common company purposes include;
- Sell shoes
- Grow market fruits and vegetables
- Design phone apps
- Clean carpets
- Sell baby clothing
- Provide financial advice
- Create websites
- Provide pet grooming services
Describe how your company does what it does
Now, this is the trickiest part of mission statement writing. The goal is not to write a detailed description of your business’s physical operation, instead; you want a description of how your business operates generally. Usually, this involves incorporating the business’s core values into the description. So take some time to list the most important core values of your business. Some of the great core value examples include;
- Provide superior customer service
- Encourage creativity/innovation
- Provide high quality products
- Practice sustainable development
- Ensure equal access to resources
Make sure to focus on your company’s core competencies when considering which values are worth being part of your mission statement. Once you have figured out the most important core values, add no more than two to your mission statement.
At this stage, when you take into consideration the examples in the first and second step on how to write a mission statement, your mission statement may look something like this;
- Design phone apps that encourage innovation
- Sell shoes of the highest quality
- Grow market fruits and vegetables using natural, sustainable farming practices
Remember that your mission statement is not done yet. You still have one more important step to go before your mission statement is complete.
Define why your company does what it does
This last step is what describes the spark that makes your company unique and the passion behind what you do. When trying to answer why your company does what it does, it might help to think back to why you started it in the first place. For instance, if you have a shoe business, you might have started it to make sure everyone finds a pair that they actually love to wear. Hence, your mission statement will read something like;
- Sell shoes of the highest quality so that everyone finds a pair that they actually love to wear
- Grow market fruits and vegetables using natural sustainable farming practices to provide consumers with safe, chemical-free, healthy food choices
Once you write your mission statement, take the time to go over it to see if it depicts the actual values of your company. Also, see if there is a better or a catchier way to phrase it. Don’t forget to include your company’s name in the Mission statement.
In essence, a mission statement should not be written by one person. This, however, does not mean that this is a job for an entire committee either. The company leaders should choose a few key employees to write a sentence that recaps what the company does and what it stands for. They should then take all these sentences and compare them for differences, similarities, and surprises. They can use this input to craft a mission statement that is honest, captivating and precise instead of something the organization aims to achieve.