Although mission and vision statements are often used interchangeably, it is important to have both. A mission statement is a literal quote stating what a brand or organization is setting out to do. This lets the public know about the work it does, who it does it for, and why it is doing it.
A vision statement is a brand or organization looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it is a glimpse into what the brand or organization can become in the eyes of employees and the general public and the value it will bring in longevity.
Key Facts
- Mission vs. Purpose: There is a distinction between mission and purpose. While mission statements focus on specific tasks or objectives, purpose statements define the reason for existence and the overall journey of an organization.
- Clarity and Specificity: The mission statement mentioned lacks clarity and specificity. It states a broad goal of making all people happy without specifying how it will be achieved or what kind of entertaining products will be provided.
- Measurability: The mission statement does not provide a measurable outcome or criteria for determining whether the mission has been accomplished. This can make it difficult to assess the effectiveness of the mission statement in making people happy.
- Alignment with Stakeholders: Mission statements should align with the needs and expectations of stakeholders, including customers, employees, and shareholders. It is important to consider whether the mission statement resonates with the target audience and addresses their specific needs and desires.
The Importance of Having a Mission-Driven Company
Mission-driven companies are those that have a clear and compelling purpose that guides their actions and decisions. This purpose is often expressed in a mission statement, which is a public declaration of the company’s values, goals, and aspirations.
There are many benefits to having a mission-driven company. Mission-driven companies are more likely to:
- Attract and retain top talent.
- Increase employee engagement and productivity.
- Be innovative and adaptable.
- Build strong customer relationships.
- Achieve long-term success.
What is Wrong with the Following Mission Statement?
“Our mission is to make all people happy by providing them with entertaining products.”
This mission statement is problematic for several reasons:
- It is too vague and general. What does it mean to “make all people happy”? How will the company measure whether it is achieving this goal?
- It does not specify what kind of entertaining products the company will provide. This leaves the door open for the company to produce products that are harmful or offensive.
- It does not take into account the needs and expectations of stakeholders, such as customers, employees, and shareholders. It is important to consider whether the mission statement resonates with the target audience and addresses their specific needs and desires.
How to Write a Strong Mission Statement
When writing a mission statement, it is important to keep the following in mind:
- Be clear and specific. The mission statement should be easy to understand and should not leave any room for interpretation.
- Be measurable. The mission statement should include specific goals that can be measured and tracked.
- Be aligned with stakeholders. The mission statement should reflect the needs and expectations of stakeholders, such as customers, employees, and shareholders.
- Be inspiring. The mission statement should be something that motivates and inspires employees and other stakeholders.
Conclusion
A strong mission statement is an essential part of any successful company. It provides a clear and compelling purpose that guides the company’s actions and decisions. Mission-driven companies are more likely to attract and retain top talent, increase employee engagement and productivity, be innovative and adaptable, build strong customer relationships, and achieve long-term success.
References
- Mission Statements Are Outdated … Why You Should Focus on Purpose Instead
- The Importance Of Having A Mission-Driven Company
- What is a Mission Statement?
FAQs
What is the purpose of a mission statement?
A mission statement is a public declaration of a company’s values, goals, and aspirations. It provides a clear and compelling purpose that guides the company’s actions and decisions.
What are the benefits of having a mission-driven company?
Mission-driven companies are more likely to:
- Attract and retain top talent.
- Increase employee engagement and productivity.
- Be innovative and adaptable.
- Build strong customer relationships.
- Achieve long-term success.
What is wrong with the mission statement “Our mission is to make all people happy by providing them with entertaining products”?
This mission statement is problematic for several reasons:
- It is too vague and general.
- It does not specify what kind of entertaining products the company will provide.
- It does not take into account the needs and expectations of stakeholders.
How can I write a strong mission statement?
When writing a mission statement, it is important to keep the following in mind:
- Be clear and specific.
- Be measurable.
- Be aligned with stakeholders.
- Be inspiring.
What are some examples of strong mission statements?
Some examples of strong mission statements include:
- Google: “To organize the world’s information and make it universally accessible and useful.”
- Nike: “To bring inspiration and innovation to every athlete* in the world.”
- Patagonia: “We’re in business to save our home planet.”
How can I communicate my mission statement to my employees and stakeholders?
There are many ways to communicate your mission statement to your employees and stakeholders, including:
- Including it in your company’s onboarding materials.
- Displaying it prominently in your workplace.
- Discussing it in company meetings and communications.
- Using it to guide your decision-making.
How can I measure the effectiveness of my mission statement?
You can measure the effectiveness of your mission statement by tracking your progress towards your goals. For example, if your mission statement is to increase customer satisfaction, you could track customer satisfaction scores over time.
How can I update my mission statement?
Your mission statement should be reviewed and updated periodically to ensure that it remains relevant and aligned with your company’s goals and values.