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How to Write a Powerful Mission Statement for Your Business

How to Write a Powerful Mission Statement for Your Business
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Have you ever felt lost in the minutia of your job?

As a business owner, I can relate to getting bogged down in the day to day operations of my business. Things like inventory, payroll, scheduling, purchasing and employee management take up the bulk of my day.

While these things are important and need to get done, focusing too much on the details can make you lose sight of the big picture. This is why having a good mission statement comes in handy.

What is a Mission Statement?

Put simply, a mission statement is an internal document that provides a clear purpose for the organization. It provides a common reference point for everyone in the organization to start from.

In other words, after reading your company’s mission statement, managers and employees should be able to answer the question “What are company’s main objectives?” For example, Southwest Airlines mission statement reads:[1]

“Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit. We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth.”

In this single statement, Southwest conveys the company’s goals of providing the highest level of customer service as well as providing a good working environment for their employees.

Mission Statement VS. Vision Statement

While the mission and vision statements are related, there are subtle but distinct differences the you should be aware of.

First of all, a mission statement is designed primarily as an internal company document. It provides clarity and direction for managers and employees.

While there’s nothing wrong with sharing your company’s mission statement with the outside world, its intended audience is within the company.

While a mission statement provides a general framework for the organization, the vision statement is usually a more inspirational statement designed to motivate employees and inspire customers. Going back to Southwest Airlines, their vision statement reads:[2]

“To become the world’s most loved, most flown, and most profitable airline.”

This statement inspires good feeling from the customer while motivating the employees to achieve that vision.

What Does a Good Mission Statement Look Like?

When coming up with a mission statement, it’s important to take your time and do it right. Too often, people (especially entrepreneurs) just write down the first thing that comes to mind and they end up with worthless or (worse yet) a generic mission statement that is utterly useless.

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Remember, a mission statement should provide a common framework for everyone in your organization.

When writing a mission statement, you should always try to incorporate the following;

  • What we do?
  • How we do it?
  • Whom do we do it for?
  • What value are we bringing?

Now, you can see how tempting it is to just come up with something generic that ticks off those four boxes. Something like “We provide the best widgets available online for the consumer.”

After all, that did check off all the boxes:

What we do? Provide widgets.

How we do it? Online.

Who do we do it for? The consumer.

What value we bring? The best widgets.

The problem with this mission statement is that it could apply to any number of companies producing the same widget. There is nothing to distinguish your company or its widgets from any of your competitors widgets.

Compare that mission statement to this one:

“We provide the highest quality widgets directly to the consumer at an affordable price backed up with a 100% satisfaction guarantee. If our clients aren’t 100% satisfied, we’ll make it right.”

What’s the difference?

Both mission statements answer all the same questions of what, how, whom and value. But in the second statement, they are differentiating their company from all other competitors by answering the question “what makes us unique”.

Another way to read that is, “Why you should buy from us.” In this example, it’s because our widgets are of the highest quality and we stand behind them 100%.

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You might have noticed the statement didn’t say that we sell widgets at the lowest possible price. That’s because we are emphasizing quality and satisfaction over price.

A different company’s mission statement may emphasize selling widgets at the lowest possible price with little to no mention of a guarantee.

Hallmarks of a Good Mission Statement

1. Keep It Brief

Your mission statement should be no longer than three sentences. This is not your company’s magnum opus.

You should be able to distill the what, how, who and why questions into a succinct message.

2. Have a Purpose

A company’s missions statement should include the reason it even exists.

Make clear exactly what the company does with statements like “We strive to provide our customers with …….”

3. Include a “How”

Take this as an opportunity to differentiate your company from its competitors.

How do you provide a product or service that’s different or better than how your competitor provides it?

4. Talk About the Value You Bring to the Table

This is where you can really set yourself apart from the competition. This is the “why” customers should buy from you.

Do you offer the lowest prices? Fastest delivery? Exceptional customer service? Whatever it is that sets you apart and gives your particular products, services or company an advantage talk about it in the mission statement.

5. Make Sure It’s Plausible

It’s okay to shoot for the stars just to settle for the moon, but not in a mission statement.

Being overly ambitious will only set you and your employees up for failure, hurt morale and make you lose credibility. You will also scare away potential investors if they think that you are not being realistic in your mission statement.

6. Make It Unique and Distinctive

Imagine if someone who knew nothing about your business walked in and saw how it was operating, then they read your mission statement. Would they be able to recognize that mission statement was attached to that business? If not re-work it.

7. Think Long Term

A mission statement should be narrow enough so that it provides a common framework for the existing business, but open enough to allow for longer term goals. It should be able to grow as the business grows.

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8. Get Feedback

This is very important, especially from managers and employees.

Getting their input can clarify how they currently see the company and their role within the organization. It’s also a good way to get people “on-board,” as studies show that people are more likely to go along with an idea if they feel included in the decision making process beforehand.

9. Review Often and Revise as Necessary

You should review the missions statement often for two reasons.

First, as a reminder of what the essence of the company is. It’s easy to forget when you are in the day to day grind of the business.

And two, to make sure that the mission statement is still relevant. Things change, and not everything can be anticipated at the time a mission statement was written.

For example, if a mission statement was written before the advent of the internet, a company that use to sell things door to door now probably has a website that people order from. You should always update the mission statement to reflect these changes.

The Value of Mission Statements: Why Go Through All of These in the First Place?

It may seem like a lot of work just for a few sentences that describe a company, but the value of a well written mission statement should not be discounted.

First of all, if you are an entrepreneur, crystallizing the what, how, whom and value questions will keep you focused on the core business and its values.

If you are a manager or other employee, knowing the company’s basic tenants will help inform your interactions with both customers and colleagues alike.

Strategic Planning

A relevant mission statement acts as a framework for strategic planning. It provides guidance and parameters for making strategic decisions for the future of the company.

Measuring Performance

By having the company’s mission in a concrete form, it also allows for an objective measurement of how well the organization is meeting its stated goals at any one time.

Management can identify strengths and weaknesses in the organization based on the criteria set forth in the mission statement and make decisions accordingly.

Solidifying the Company’s Goals and Values for Employees

Part of a well run organization is nurturing happy and productive employees.

As humans, we all have an innate need for both purpose and to be part of something larger than ourselves. Providing employees with a clearly defined mission statement helps to define their role in the larger organization. Thus, fulfilling both of these needs.

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Now I’m not saying that a mission statement can overcome low pay and poor working conditions, but with everything else being equal, it can contribute to a happier and more productive workforce.

To Hold Management Accountable

By creating a mission statement, a company is publicly stating its highest values and goals for the world to see. By doing so, you are inviting both the public and your employees to to scrutinize how well the company lives up to its ideals.

So if you state that you only provide the highest quality products, and then offer something less, it’s fair for both the public and the employees to question, and even call for a change in management.

If management doesn’t take the mission statement seriously, no one else will either; and the legitimate authority that management rely’s on will be diminished.

To Serve as an Example

This is the opposite side of the coin from the previous statement. If the highest levels of management are seen taking the mission statement seriously and actively managing within the framework of the statement, that attitude filters down throughout the organization.

After all, a good employee knows what’s important to their boss and will take the steps necessary to curry favor with them.

Finally, use the company’s mission statement as a way to define roles within the company. You can do this by giving each division in the company a copy of the mission statement and challenge the head of each division to create a mission statement for their respective departments.

Their individual mission statements should focus on how each department fits in and ultimately contributes to the success of the company’s overall mission statement. This serves as both a clarifying and a team building exercise for all parts of the organization.

Final Thoughts

Developing a mission statement is too often just an after-thought, especially for entrepreneurs. We tend to prioritize things that we perceive will give us the biggest “bang for our buck.”

Somehow, taking the time and effort to sit down and think seriously about the what, whom, how and value of our business seems like a waste of time. After all, we got in the business to make money and become successful, isn’t that all we need to know?

That mindset will probably get you started okay, but if you find yourself having any success at all, you’ll find that there really is such a thing as growing pains.

By putting in the time and effort to create a mission statement, you are laying the groundwork that will give you a path to follow in your growth. And isn’t building long term success what we are really after?

More Resources About Achieving Business Success

Featured photo credit: Fab Lentz via unsplash.com

Reference

[1] Southwest Airlines: About Page
[2] Fit Small Business: 10 Vision Statement Examples To Spark Your Imagination

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David Carpenter

Lifelong entrepreneur and business owner helping others to realize the American Dream of business ownership

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Last Updated on June 1, 2021

10 Effective Ways To Make You a Fast Learner

10 Effective Ways To Make You a Fast Learner
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The importance of learning cannot be underestimated. Learning empowers us to fulfill our ideas and realize our full potential. The speed of gaining new knowledge is practically as important as its volume. Who wouldn’t love to remember tons of information as quickly as possible?

If you want to start learning faster, you need a new approach towards the process which would enable you to comprehend the essence of the matter and relate it with new concepts you encounter.

The following 10 tips will help you become a fast learner:

1. Analyze Your Learning Style

Before you can start experimenting with different studying methods, you need to understand what type of learner you are:

Is your memory associated to sound?

Maybe you can remember what you were reading when a particular song was playing? If this is your case, then you fall into the category of auditory learners.

If you want to start studying more efficiently, then it would be wise to record the lectures and listen to them instead of reading textbooks.

Do you relate information to visual content?

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If you are a visual learner, you should implement images, graphs, charts, infographics, colorful lists, flashcards, and other types of visual content when you study.

Are you a physical learner?

If your learning style is not auditory or visual, then you might be a physical learner. Some students have too much energy; they tap their feet or play with a pen during lectures.

A walk before a lecture will calm your nerves down. You can try studying or listening to audio lectures during a walk. That will help you remember the information more quickly.

2. Use the Right EdTech Tools

Technology has the power of making everything easier. There are plenty of websites, online tools, and smartphone/tablet apps that will boost your skills of planning, writing, time management and brainstorming, etc.

One way of improving your productivity is using flashcards. You can make your own cards, but you can also download pre-made kits online:

  • StudyBlue is one of the best online destinations when it comes to creating and discovering flashcards from all areas of study.
  • If you are looking for a tool that makes the process of brainstorming more effective, then you should try PapersGear.
  • You also need the SelfControl app, which will eliminate all distractions when you need to stay focused.
  • Quizlet is another website you should bookmark; it offers study tools that will transform the learning process into a fun activity.
  • Notella is an app that will help you take quick notes at any time.
  • Brainscape is an educational platform that makes complex subjects easy by relying on cognitive science.
  • You can also try Dragon Dictation, especially if you are an audio learner.

3. Train Your Brain to Accept New Information

Efficient studying is a habit. Your brain needs constant training if you want to improve your focus and complete complex tasks without taking breaks.

One way to achieve this goal is to create a private learning space in your home. You’ll also need a specific time of day that you’ll devote to studying. That will make your brain ready to accept the information it gets, so you’ll notice you’re starting to learn much faster by the day.

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4. Get Some Exercise

You are aware of the fact that physical activity is good for your body, but your brain needs it too!

Light exercise, such as yoga, can help you learn much faster. If you are inactive throughout the day, your body will want to move, so it will be difficult for you to stay focused.

If, on the other hand, you canalize your energy through light training sessions, you will be ready to study productively.

5. Work on the Ambiance

If you have a noisy neighborhood or a working environment full of distractions, you won’t be able to learn or study no matter how hard you try.

If you want to learn quickly, you need a quiet, distraction-free environment that won’t disturb the mind in any way. Such a peaceful place will set you in learning mode as soon as you find yourself in it.

6. Take a Lot of Notes

Only few people are capable of remembering information as they read it. If you don’t belong to this category of privileged learners, then you absolutely need to start taking notes.

This simple learning method will force you to think about the essence of the material. It will also give you a nice framework that will help you review the things you’ve learned.

Write down only the most important information. That will help you remember all the other things you’ve learned.

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Here’re some tips to take notes effectively: Why Successful People Take Notes And How to Make It Your Habit

7. Make Mind Maps

Mind maps are among the best tools to speed up the learning process. Your mind will process information effectively if you create a visual representation of the things you’re about to learn.

You can create a nice mind map in the old-school way: take a large sheet of paper and organize all facts and explanations. Use pictures, note-cards, and other symbols you can think of. Group similar items together and connect them with colorful pens.

Some tips mind-mapping here: How to Mind Map: Visualize Your Cluttered Thoughts in 3 Simple Steps

Of course, you can also use an online mind mapping tool if you want to save yourself some time.

8. Experiment with Memorization Methods

Memorizing is often misused in the process of studying. Some people memorize whole sentences, paragraphs and lectures without grasping their essence.

However, memorization can be useful when you need to learn definitions and classifications really quickly. Don’t avoid this technique if you want to fill your brain with information without wasting any time.

Try this if you want to memorize more and faster: How to Memorize More and Faster Than Other People

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9. Find the Right Context

Memorization works solely in times of urgency. If you want to learn in the most effective manner, then you need to have context for information.

Find an aspect that’s interesting for you; try to research for related information, and you’ll discover the joy of learning.

The first step? Jot down as much information and as many ideas as possible: How Simply Jotting Down Ideas Can Make You Smarter

With time, this practice will make you a faster learner.

10. Study Every Day

It will take some time before you get used to a daily studying routine, but your mind will eventually grasp the habit.

The more frequently you study, the less time it will take for you to remember the things you read.

If you start studying as soon as possible after you have learned some new concepts, it won’t take long at all for you to get ready for an exam. Now that sounds really good, doesn’t it?

More to Help You Learn Quicker

Featured photo credit: Becca Tapert via unsplash.com

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