A mission statement is crucial for the success of every company. Anyone can throw together a few words, however, this would only be a generic statement that lacks inspiration and direction.

If you want your business to grow and prosper, you will need a strong mission statement that will leave a long-lasting impact.

A strong mission statement distinctively relays the company’s objective. It is clear, concise, and purposeful. To make it even more unique, top corporations instil their company’s core values and personality. They also enforce them regularly to ensure that their words are put into action. 

In this article, you will learn all the ins and outs of crafting a strong mission statement. We’ve also compiled a list from leading corporations to inspire you to create a winning mantra.

What is a mission statement?

According to Entrepreneur Encyclopedia, a mission statement is “a sentence describing a company's function, markets and competitive advantages; a short written statement of your business goals and philosophies."

A mission statement describes the purpose of a company’s existence, who they aim to serve, and why they do it. Essentially, you need to clarify the “what”, “who”, and “why” of your business. Most of them are kept within one to three lines. Try not to make yours too lengthy. It should be succinct and easy to comprehend.

Remember, your mission statement will be the backbone of your company’s operation. All your decisions and hard work as a company should align with it. As such, it needs to transcend a clear message to everyone, particularly your staff members. 

Companies should communicate their mission statement to employees before recruitment to ensure that they are on board with the company’s objectives. It would be best if your employees know the mission statement by heart. 

Why does my company need a mission statement?

A mission statement will benefit your company in various ways. Here are the three primary advantages of a mission statement. 

1. Inform the public of your company’s purpose 

A mission statement is the best way for prospective clients and partners to learn about your business. It serves as a straightforward summary of what you’re all about. Believe it or not, people can easily tell how reliable and professional you are based on your mission statement. A strong one will help you earn faith and trust from your audience. 

2. Motivate your workers

As mentioned earlier, a mission statement is important for staff members to work with a sense of purpose and determination. Your staff are people, they need to be empowered to believe and excel in what they do. To put your mission statement to work, ensure that all staff members comply with your mission statement fully. 

3. Direct company decisions and actions

There may be many times when you’ll stumble across a dilemma during your business decision-making process. A mission statement helps guide you towards making the best choice according to your company values. Everything that you do should work towards your mission statement. 

For example, Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world”. It’s not simply “We sell sports stuff” or “Provider of sporting goods.” Nike’s mission statement can encapsulate the company’s purpose while being informative, motivational, and directive at the same time. 

Never underestimate the power of a strong mission statement. Coming up with a mission statement should be on the top of your to-do list as a new business owner. 

How to craft your mission statement

Without further ado, let’s learn how you can create your mission statement. There are four main considerations.

1. What does your company do?

What are the products or services that your company offers? For example, do you sell clothes, provide pet grooming services, develop websites, or teach educational courses?

No need for fancy words here, just get straight to the point. You will be given the chance to apply your creativity in the next steps. 

2. What makes your company better than others?

This step helps you identify your company’s strengths. Take a moment to summarize the operation of your business. This includes highlighting your business’s core competencies and core values. 

For example, if you sell clothes, your company value might be providing top-grade quality material or providing sustainable fashion. If you’re offering pet grooming services, your company value might be ensuring customer satisfaction for both pet owners and their pets. 

3. Who does your company do it for?

Part of maintaining a successful business is knowing your target audience. Who are the main consumers of your business? Who is your business meant to benefit? 

For example, are you serving pregnant ladies, pet owners, or children?

Once you can identify them, you will have a more definite understanding of your company’s purpose. 

4. Why does your company do it?

Saving the best for last, this is the part where you throw in your spark. Bring yourself back to the first day you started this business. What pushed you to start this company? Why are you passionate about this? Was there a goal that you wanted to achieve? 

Incorporating your initial spark into your mission statement helps make sure that the passion never fades away. 

15 examples of mission statements 

We figured that the best way to help you craft a winning mission statement is by inspiring you with substantial ideas. So here are some examples of mission statements by leading corporations. We handpicked only the best!

1. IKEA: To create a better everyday life for the many people.

2. Uber: We ignite opportunity by setting the world in motion.

3. Google: To organize the world's information and make it universally accessible and useful.

4. The Nature Conservancy: To conserve the lands and waters on which all life depends. 

5. Starbucks: To inspire and nurture the human spirit — one person, one cup, and one neighbourhood at a time.

6. The Humane Society: We fight the big fights to end suffering for all animals.

7. JetBlue: To inspire humanity — both in the air and on the ground.

8. TED: Spread ideas.

9. Best Friends Animal Society: To bring about a time when there are no more homeless pets.

10. New York Public Library: To inspire lifelong learning, advance knowledge, and strengthen our communities.

11. Wounded Warrior Project: To honour and empower wounded warriors.

12. Tesla: To accelerate the world’s transition to sustainable energy.

13. Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play.

14. Nordstrom: To give customers the most compelling shopping experience possible.

15. The Coca-Cola Company: To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.

Final tips for creating an impactful mission statement

Now that you’ve seen some examples of mission statements and know what to consider, go ahead and draft your own. 

Before finalizing your mission statement, ask yourself and your team if you can answer the four questions that we’ve discussed:

1. What does your company do? 

2. What makes your company better than others? 

3. Who does your company do it for? 

4. Why does your company do it?

Additionally, make sure that your mission statement is informative, motivational, and directive. Keep your words simple so they are easy to understand and remember. 

Once you’ve figured out the best mission statement, all that’s left to do is to put it into action. Share it with your team, put it on your website, and frame it in your office. Be sure to live by your mission statement. After all, you do want your mission statement to be impactful.

FAQ

What is the difference between a mission statement and a vision statement?

A mission statement demonstrates the intentions of a company. Meaning the “what”, the “who”, and the “why”. It serves as a framework for the company to follow as the business progresses. 

On the other hand, a vision statement illustrates the aspiration of the company. It describes what the company wants to achieve in its society. In other words, the vision statement answers “where” the business wishes to be in the long-term. As such, the vision statement is often built upon the mission statement. 

Both the mission statement and vision statement of a company serve to empower its people and work in the right direction. They are both equally important to bringing success to the company. 

How long should my mission statement be?

Most mission statements are between one to three lines. The examples of mission statements of leading corporations show that it’s possible to be clear, concise, and purposeful at the same time.

A good rule of thumb will be less than 100 words for a mission statement. We recommend keeping your mission statement short so it is easy to remember and recognize. Alternatively, if you feel like you cannot come up with a short mission statement, you can create a mission tagline which is usually between two to six words. This way, people can resonate with your mission more easily. 

How can I put my mission statement into action?

The success of a mission statement depends on how you apply it. While some people can craft extraordinary mission statements, they would be pointless if they’re not put to good use. 

To ensure the longevity of your mission statement is to involve your employees in the process of developing one. No one likes to be forced upon someone else’s ideals. Let your employees share what they think are the values they hold. By including your employee’s ideas, they are more likely to comply and regard them wholeheartedly. 

As the leader of your team, you should also ensure that your actions are consistent with your mission statement. Use it as your mantra for any company decisions and embrace it in your internal communications branding. This reinforces the importance of your mission statement and your employees will be more committed to follow suit. 

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