A person without a mission and vision in mind is basically without any direction. The same holds true for organizations as well. Every organization starts with a thought, a purpose. And it is that thought that eventually forms the base for its mission and vision. While the mission is what they wish to be, vision is where they wish to take their mission. But, this is not something brands or organizations need to keep to themselves. This is also something that should be reflected publicly for all stakeholders including employees. The best way to do this is by sketching a rough idea for the company mission and then checking out mission statement examples that can help you create one for your organization.
It’s a useful skill, to know the art of crafting the best business mission statement. In this blog, we are going to tell you all about what a mission statement is, how to write a mission statement, mission statement examples, and more.
What is a Mission Statement?
It is an action-based statement. A mission statement is a combination of a few things — what the company does, what are its objectives, and a small description. All these things are what form an organization’s business mission statement.
To clarify it further, a mission statement defines the ‘what,’ ‘why,’ and ‘who’ of what an organization is about. It is anything and everything that defines your organization.
A good business mission statement should ideally be just about 100 words. This is the ideal length to grab the attention of those interested and have all the relevant information wrapped up in those words. Also, remember to craft it with small and simple sentences.
It is important that you communicate your organization’s mission statement to all your employees — new hires and existing ones. That’s why it should be in the employee handbook. It should also be a part of all the orientation material. You should acquaint your employees regularly with your mission statement so as to give them a sense of direction.
How is Mission Statement Different from Vision Statement?
Before you start crafting a mission statement, know the difference between a vision and a mission statement. Even if they sound similar, a mission statement and a vision statement are quite different from each other. They complement each other but are not the same.
A vision statement looks at the future while a mission statement states the presence of the company. In other words, a vision is what an organization wishes to be. Be very careful while drafting your mission statement. You do not wish to spill over into your vision statement. The two are different.
Now that you know what a mission statement is and how it is different from a vision statement, let’s find out what is the best way to craft it.
How to Write a Mission Statement?
Before you start creating your mission statement, remember one thing, it is not a bland summary of what you do, it is the essence of what your organization is. This is one small paragraph that can make or break the first impression. So you have to be extremely creative while crafting it but in a manner that is easily comprehensible.
Here are a few tips to note while creating your organization’s business mission statement.
#1 Interview the Leaders
The first step to creating a perfect mission statement is not to seek mission statement examples, but to interview the people at the heart of the organization; the founders, directors, and leaders. These are the people who know the business inside out and what it takes to run it. Ensure that you involve everyone who is a part of the leadership. One-on-one meetings are a good way of understanding how each leader perceives the organization. Take notes and observe the similarities and differences in their answers.
#2 Figure Out the Common Themes
Once you have taken down clear notes of what the leadership thinks, compare them to figure out if there is a common theme running. There should be, given so many people cannot run an organization with different thoughts in mind. This is a time-taking process. It could even take a whole working day. But, it is important that you understand what the leaders have to say to craft a relevant mission statement.
Jot down all the ideas and themes you get, but do keep in mind that your mission statement should be all of the following things:
- Attainable
- Clear
- Inspiring
- Credible
Your mission statement should be an inspiration for your employees and credible for your stakeholders, clear for everyone, and attainable for you. Now that you have figured out the themes and what you need to put in your mission statement, write your thoughts in statements and then try to put them together so that they make sense.
Style and brush it up a bit with the brand tone in mind and you are done. You have your mission statement options ready!
#3 Present to the Leaders
Now that your mission statement options are ready, it is time to present them to the same leaders you interviewed in the first place. Be ready for some criticism and feedback, that is a part of creating a mission statement. It is a once-in-a-lifetime exercise for a company, with minimal revisions later on, if any. Naturally, it has to undergo a thorough inspection at the time of creation. The iterations will take time. But once you have it, you have it.
Now, let’s move on to some kickass mission statement examples so that you know what kind of words and statements are making a splash when it comes to describing the organization and what it does.
Mission Statement Examples to Take a Cue from
In this section, we are going to take a look at both good and bad mission statements so that you know which mistakes to avoid and which statements to take inspiration from.
On that note, here are a few brand mission statements that totally hit the mark.
#1 Good Mission Statement Examples: Disney
“To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling; reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”
What Makes it Amazing?
Disney’s mission statement hits the mark because it is a crux of what it does; telling unparalleled stories and instilling creativity. Top it off with the fact that it wraps it up in a heartwarming manner, something that Disney does with its stories.
#2 Good Mission Statement Examples: Spotify
“Our mission is to unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
What Makes it Amazing?
Spotify, at first glance, looks like another music application. But it’s much more than that. It is a platform to share the common love for creating and enjoying music. And that’s exactly what this mission statement conveys in a subtle manner.
#3 Good Mission Statement Examples: 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.”
What Makes it Amazing?
Coca-Cola was simply a soda. Yet, it is one of the first choices when it comes to an add-on beverage at a friendly brunch or simply a welcome drink. A lot of credit goes to the mission which embodies emotions more than the product itself. And its mission statement conveys the same. That’s why it works. Not one to easily forget.
#4 Good Mission Statement Examples: Microsoft
“Our mission is to empower every person and organization on the planet to achieve more.”
What Makes it Amazing?
Microsoft, to put it in simple words, is a SaaS. Now, look at the mission statement. They know that they have captured the space they want to be in and they want to expand their mark. And so, this mission statement is perfect in a manner that it conveys how it is a responsible company that wishes to empower people and organizations to work more efficiently.
#5 Good Mission Statement Examples: Uber
“We ignite opportunity by setting the world in motion.”
What Makes it Amazing?
An app-based cab service, one of the first and quite the best. And what’s better than coming up with a short and quick mission statement that relates opportunities to destinations?
On the other hand, here are a few that totally missed the mark.
#6 Bad Mission Statement Examples: Sony
“To be a company that inspires and fulfills your curiosity.”
Why Doesn’t it Work?
This is one of the most common statements ever. While it is relatable it does not offer anything unique. Most importantly, it does not make the reader curious about the brand.
#7 Bad Mission Statement Examples: Home Depot
“The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices.”
Why Doesn’t it Work?
Again, there is no element of curiosity here. Plus, long-winded sentences while the best mission statements should keep it short and simple., It sounds like a standard selling statement.
#8 Bad Mission Statement Examples: Cisco
“Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.”
Why Doesn’t it Work?
Every brand aims to create unprecedented value for its customers and stakeholders. Although it is a good starting point, we think they’re missing the mark by just a tad.
We, by no means, are the jury and executioner when it comes to mission statements. Although we think that these are examples of poorly crafted mission statements, we could be wrong. Let us know @HarmonizeHQ if you think so.
Mistakes to Avoid While Crafting Mission Statements
You know what a mission statement is and how different it is from a vision statement. You also know what makes a good mission statement. The logical progression is to understand what mistakes to avoid while crafting mission statements.
Here are a few.
#1 No Personality in the Statement
Your mission statement should reflect the personality of your brand. If your business mission statement lacks personality, it won’t sell — neither to employees nor to other stakeholders.
#2 Leaving No Space for Imagination
The best mission statement examples have one thing in common — unambiguity with a bit of quirkiness thrown in. That’s how the best mission statements should be crafted. If you create mission statements that are too creative, where readers need to think hard to decode them, it has failed even before they could take off. Leave a little space for the imagination. Play with words in a simple and relatable way.
#3 Using Jargon
Remember your target audience. They are normal people. For instance, a Disney cartoon would be viewed by all — a literature enthusiast and a 10-year-old. But the eyes of both should light up on seeing the mission statement. Of course, while dealing with younger kids the visuals do most of the job, but even the language and mission statement should be simple and without jargon. It should resonate with all.
Once you have understood what to include and what not to include in a mission statement, it will be easy to create mission statement examples and options to present to your leadership.
Should you Consider Other Mission Statement Examples While Creating Yours?
Any organizational activity requires research and development before you finalize it. The same holds true for mission statements as well. While knowing what makes a good mission statement and what mistakes to avoid is good, going through mission statement examples is a good exercise. Delve into the industry stalwarts and see patterns to figure out how the brands are coming up with their mission statements. Once you are sure, create yours.
How did you create your mission statement? Did you consider mission statement examples? Do let us know at @HarmonizeHQ
