What Is Mission Statement? Examples & How To Write
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Summary:
A mission statement is a statement that defines an organization’s purpose and goals. It is meant to guide the company’s decision-making and provide a sense of direction. A well-crafted mission statement can help align an organization’s strategy, inspire its employees, and attract customers who share its values.
What is a mission statement?
A mission statement is a short statement that describes an organization’s purpose and its overall goal. It is a clear and concise statement that identifies the organization’s reason for being and what it hopes to achieve. The mission statement should answer the question, “What do we do, and why do we do it?” It serves as a foundation for the organization’s culture, vision, and values.
Purpose of a mission statement
The purpose of a mission statement is to provide clarity and direction to the organization. It helps to align the organization’s goals, values, and culture, which can result in better decision-making. A well-crafted mission statement can also inspire and motivate employees by providing a sense of purpose and a shared vision. Additionally, it can help attract customers who share the same values and beliefs.
How to write a mission statement
Writing a mission statement requires careful consideration and reflection. Here are the steps you can follow to create a strong and effective mission statement for your organization:
- Identify the company’s core values: Start by identifying the values that are important to your organization. These could include things like integrity, teamwork, innovation, or social responsibility. Think about what values guide your organization’s decisions and actions.
- Define the company’s purpose and goals: Next, define your organization’s purpose and the goals that you hope to achieve. Ask yourself what your organization wants to accomplish and what it hopes to achieve in the future.
- Describe the company’s target market and competitive advantage: Identify your target market and describe how your organization provides a unique value proposition to that market. Consider what sets your organization apart from your competitors.
- Make it concise and memorable: A mission statement should be short and to the point. It should be easy to remember and communicate to others. A good rule of thumb is to keep it to one or two sentences.
Examples of mission statements:
Here are some examples of mission statements from successful companies:
- Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
- Airbnb: Belong anywhere.
- Tesla: To accelerate the world’s transition to sustainable energy.
- Coca-Cola: To refresh the world…in body, mind and spirit.
- Nike: To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)
FAQs
Why is a mission statement important?
A mission statement is important because it provides clarity and direction to the organization. It helps to align the organization’s goals, values, and culture, which can result in better decision-making.
How long should a mission statement be?
A mission statement should be short and to the point. It should be easy to remember and communicate to others. A good rule of thumb is to keep it to one or two sentences.
Who should be involved in writing a mission statement?
The process of writing a mission statement should involve key stakeholders, including executives, managers, employees, and customers.
Key takeaways
- A mission statement is a brief statement that communicates an organization’s purpose and values.
- A strong mission statement should be clear, concise, and inspiring.
- Mission statements should be actionable and involve the entire organization.
- Examples of strong mission statements include Google’s “To organize the world’s information and make it universally accessible and useful” and Feeding America’s “To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.”
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