How to Write a Mission Statement With 10 Inspiring Examples
How to write a mission statement. 1. Answer key questions. Before you can write an effective mission statement, you need to know a few substantive facts about your company. Mission 2. Shape your answers. 3. Consider the language. 4. Write a draft. 5. Ask for feedback. Jan 14, · How to write a great mission statement 1. Start with a market-defining story. And it defines how your business is different from most others, or even unique. 2. Define what your business does for its customers. Start your mission statement with the good you do. Use your 3. Define what your.
Laura has over 20 years of experience in human resources and has served as the HR director in Fortune companies. This article is part of a larger series on Starting a Business.
A mission statement is a short, meaningful phrase that summarizes the purpose that drives your business. As you go through the template, think of your mission statement as a haiku or tweet — less is more. You may want to do this alone, with a business partner or with a group of trusted advisors like your top managers, business coach, accountant or even your spouse. The point is to start asking questions about what your business does and why.
Take your time. In fact, it may be best to schedule a meeting or two to accomplish this. Look on the internet for companies that you admire, or those that do work similar to yours. These are the answers that you might give to the questions above:.
Nothing in those questions or answers refers to how much money you make or how many tires you sell. This may seem like the easiest part, but it can prove difficult because people how to recover etc passwd file in linux to edit themselves.
Instead, just write. Ask yourself or your team to start saying words or short phrases out loud. Some words and ideas will be great while others will be silly. Just write down the words that pop into yours or their heads. Write exactly what they say. This is a data gathering phase only. Consider posting the words on a chart or document and then let your team vote with stars or checkmarks next to the terms or descriptors they like best. This process will cull that list of words to the ones that are most representative of your company and most important in representing what your company does and why.
This is the part of the process you or your marketing, public relations, human resources or another creative-writing resource may want to take charge of. You can summarize your thoughts into one first draft mission statement. Alternatively, you can come up with a few first-draft mission statements from which to work. You can edit later. Oddly, this is an important step some business owners skip. If you publish your mission statement without asking others what they think, you may end up with something that inspired you but no one else.
Again, a meeting works. You can also type up your mission statement and shop it around your office. Get feedback from customers, employees and other business owners.
Listen to their input on how the mission statement makes them feel. Steps four and five may need to be repeated until you end up with something everyone can agree gives purpose the business and that they can buy into.
Author Brandon Peele explains why:. Keep how to build cover over deck mind that you have more than one audience. Your mission statement should be shared with your employees. It should also be shared with your customers and perhaps even your vendor-partners.
The communication vehicles you use to share your mission statement may serve multiple audiences. Here are two examples:. Mission statement on a coffee mug Source: Pinterest. Mission Statements on business cards Source: Pinterest. Make sure you document every place that your company mission statement is displayed, communicated or shown. We asked some business experts for mission statements that inspire them. We hope these three mission statement examples give you a flavor of what one should look like.
Notice how they make you feel about the business. Check them out:. What makes this so amazing is how selfless it is. The company is first focused on the good that it does and then on profit. It has identified a real problem in the world and is building their entire company around solving that problem. The result is it soldmodel 3s in the first week without spending anything on advertising, and it has overtaken Porsche in value.
Being an athlete is mental, not a physical or age thing. This is particularly good for me since I am now 40, but I digress…. In addition, Nike has led the way for decades, since the mistakes of the s, in innovating with sustainable design and social responsibility. In addition to helping you convey the purpose of your business and serving as a branding tool, your mission statement can be used to attract customers and employees to your what do we eat on passover. Use it to inspire your employees with internal branding.
Use it as external branding to motivate customers to call you instead of how to do diving header fifa 13 competition.
Your mission statement can help you establish your employment brand and encourage top talent to work for your company. It can motivate and engage employees if they buy into your mission statement. Social media takes their enthusiasm far outside your four walls. An example of an employee sharing why she loves working at Zendesk. Your mission statement is yet another tool in your marketing arsenal as well. It can be used to promote your brand, social media campaigns and community engagement initiatives.
If you want to learn more about marketing your business, read our article on small business marketing. Source: Church Campaign Services. Your mission statement is out there already. It exists. By writing down your mission statement, you control the message. You control the brand. In addition to sharing your mission statement on your website, business cards, job postings and the side of work vehicles — get creative. Ask your employees where would they like to see your mission statement posted.
On the back of their work jackets? On buttons they wear? On packing slips inside boxes they ship? Ever been to a trade show? Mission statements are everywhere. Sometimes, it happens that you find a better way to convey your mission or your company mission actually changes. Plan to make the changes all at the same time. Updating your mission statement may warrant a press release to promote your new updated mission.
You may also want to recommunicate your mission statement in a company meeting to employees and in a customer letter to clients. Use that opportunity to explain the rationale behind the change, and you may earn additional admiration and loyalty. Instead of focusing on what the business does and why, focus on what you do and why. Otherwise, the steps for writing a personal mission statement are mostly the same. The only difference from the six-step process above is that your group of advisors may be small — perhaps you and your partner, you and your business coach or you alone.
Source: slideshare. Merlin J Olson: The focus of my life begins at home with family …. Source: The Solopreneur Life. Instead of focusing on the for-profit products and services of a business, a nonprofit mission statement will focus on the nonprofit product or services. Because both are outwardly focused on those they servenonprofit and for-profit mission statements are very similar and can be created by following the same six steps above.
Her mission:. A mission statement is nothing but words. They should be your words. They describe your business — the reason your business exists, what it does, who it serves and why it matters.
We hope you create a mission statement that inspires you, your team and your clients. Find Laura On LinkedIn. Laura Handrick specializes in the full cycle of human resource topics from recruiting to talent management. She has worked with small business owners and managers as a business coach and served as the HR director in Fortune companies.
Thanks so much for including me, very inspiring to see these other mission statements, too! Some great insights in the post on how do develop your own.
Great stuff! Stay tuned! Thank you for your insights!
Step 1: Ask Questions
Dec 17, · Make a list of hobbies, activities, social causes and other elements that you’re interested in. Consider highlighting the ways each interest relates to your core values to begin making the connections necessary for creating a cohesive personal mission statement. Make sure you make it visible. Your mission statement is a great way to show who you are to a potential customer or potential business partner. We recommend consistently sharing your mission statement on your most used social platforms, personal website, or any other place where the public interacts with your company. The purpose of a mission statement. Mission statement examples. Mission statement types. What separates good statements from bad. Where to start + questions to answer. Steps for creating your mission statement. Your project. Summary. By the end of this course, you will have a single finalized mission statement to put on your website, display.
What is it about certain brands that keep us coming back? What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more? The brands and businesses that we really connect with do more than just supply a product or service. They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers , the organizations and communities they support and even the way they develop their products.
It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. A vision statement is exactly what it sounds like. Your mission statement would then be the key results, or steps, you need to take to get there.
Again, this is typically an aspirational representation of the purpose of your business. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement should serve as the roadmap to achieve your vision statement. And your vision statement should serve as the guiding light for the aspirations of your business. These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement.
Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless.
The vast majority of the mission statements are just meaningless hype that could be used to describe any business. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing.
You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. So how do you make a useful mission statement? Imagine a real person making the actual decision to buy what you sell.
Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer.
Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.
This is a part of your mission statement, and a pretty crucial part at that—write it down. If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses.
That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. Ikea, on the other hand, starts its mission statement with something that could be any company anywhere.
And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together. Keeping employees is better for the bottom line than turnover.
Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees. Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.
If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.
And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm.
It could have been. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers. In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership.
Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits.
So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too. However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.
Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners. Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.
Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. Many companies have segmented mission statements, with sections set aside and categorized by type or goal.
Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition. Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. If you want to call it a vision, and that works for employees and customers, then do that.
As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Unique itself, the word, means literally, the only one in the world.
Use it sparingly. Having great customer service is way harder than writing that into a mission statement. Then, listen. Show drafts to others, ask their opinions and really listen. And then edit again. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.
Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. Urban Outfitters focuses on the experience that they deliver and the focus on what they do.
Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing. REI we believe a life outdoors is a life well-lived. Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here. Their mission statement serves them both internally and externally.
Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world.
Another short mission statement that says so much more than you would think at first glance.