This step includes a brief outlook of the qualities and culture of the company. Depending on the type of company you have, your company could provide multiple products or services. However, because mission statements are very brief, only include qualities. This example mentions at least three qualities or opportunities provided by the company. The whole purpose of a mission statement is to mention what your company strives to achieve and deliver, whether it's excellent customer service or superior quality.
This step should reveal what the company desires for its future. It specifies what should be done to achieve the mission. Goals and objectives should be measurable and realistic. Be mindful not to use jargon as it may be ineffective, making it difficult to remember.
When writing your mission statement, be concise by keeping it straight to the point. This depends on your business. This is what our three mission statement examples might look like when you add "why" to them:. When you're finished, have another look at your mission statement and see if it captures what you want to say or if there's a better way of phrasing it. Be sure to change the phrase "my company's purpose" to the name of your company. And, "Our company's purpose is to provide educational services that allow all children to experience learning success and become life-long learners and contributing members of our community,".
Once you've crafted your business's new mission statement, you'll want to put it to work right away. Besides directing your business planning , you want your mission statement to be front and center in the minds of everyone who works in or interacts with your business. As the statement of why your business exists, it also explains to them why they would want to do business with you.
Some businesses go so far as to make their mission statements the themes of their advertising campaigns. If you do nothing else, you should make sure your mission statement is highly visible on your business premises, website, and all your marketing materials.
A good mission statement isn't just a slogan; it's the foundation of your operations manual—and it can't provide guidance if people aren't familiar with it.
Besides having mission statements to communicate who they are and what they do, successful small businesses also have vision statements to describe their ultimate achievements. You can follow a similar process to create your own vision statement. Virgin Airways : "Our mission statement is simple, yet the foundation of everything we do here at Virgin Atlantic Airways Facebook : "Founded in , Facebook's mission is to give people the power to build community and bring the world closer together.
People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them. Starbucks : "To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
After all, this is the mission your employees should be aligned with every day. A vision statement describes what a company aspires to be, as opposed to what it is now.
Ask questions like:. Ensure every member of leadership is involved in this process. Take notes during your interviews and observe similarities and differences between the answers. Do you see certain themes or topics emerging? If so, you can use these to shape your mission statement. Next, review the common themes that emerged during your conversations, distilling them into paragraphs.
When developing ideas, keep the following in mind:. Once you have these paragraphs written, rewrite each to be more succinct. Eliminate as many unnecessary sentences as you can. Once you have each paragraph distilled down to three sentences, challenge yourself to combine these sentences into a single thought that encapsulates your theme.
Avoid simply listing what your company does and shift your focus to the bigger picture: what guides your company strategy and inspires your workforce. Bogging down your mission statement with buzzwords and jargon is a common misstep companies make when crafting mission statements. Once you have identified a few options for your mission statement, present them to leadership and get feedback.
I would say both extremes are rare. Most fall around sentences, and words. Not yet, anyway. October 7, at pm. Anonymous says:. March 28, at pm. Jacob Harris says:.
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