In my last post I spoke about how your company vision is a future paced statement designed to inspire and motivate you and your team on the difference you want to make. This week I’ll be explaining the importance of having a clear mission statement and how that should work toward the achievement of the Vision.
If the vision is a future state the mission is how you operate on a daily basis. Your mission statement should inspire you and your team, especially when, as can happen in business, times are tough. A well crafted mission statement is also a filter for making important business decisions. Finally your mission statement should describe perfectly the product or service you deliver, the audience you deliver it to, and the problem it solves. That is a lot of information to fit into a a few lines, however when you know with clarity what you do this can be acheived.
The key points of a mission statement should include the following;
- Company’s Values
- What the business does
- How the company accomplishes it
- The company’s intentions for the clients
- The company’s ideal client
Having this clarity really helps a business focus on their ideal clients and how to make key decisions. When faced with a business decision asking a question like “Does this decision fit with our mission statement?” really helps a business stay on track with its core proposition.
Here are some of my favourite examples of Mission statements from some of the most recognisable global brands;
To inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time.
We work hard every day to make American Express the world’s most respected service brand.
To create and promote great-tasting, healthy, organic beverages.
I like these mission statements are they are short and to the point. They really say what the company is about and why they exist.
I have had clients tell me they don’t think they are “big enough” or “don’t need to, or want to bother” with a Mission statement. However, when we go through the process and we start to dig a little deeper into their business and the difference they want to make for their clients, they really engage. By the end of the session they are really attached to their business on a deeper more passionate level.
I’d love to see your Mission statements and find out what is important to you and the difference your company is looking to make. Please drop me a line at email@example.com or comment below and lets get inspired!
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To your success