Advertising
Advertising

Published on March 20, 2019

How to Write a Powerful Mission Statement for Your Business

How to Write a Powerful Mission Statement for Your Business

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.

Advertising

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%.

Advertising

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.

Advertising

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.

Advertising

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

More by this author

David Carpenter

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

7 Things That Decrease Team Motivation (And How to Tackle Them) 13 Ways Analytical Skills Help You Succeed At Work 11 Hard Skills That Will Land You More Career Opportunities How to Live up to Your Full Potential and Succeed in Life How to Become an Entrepreneur (Advice from a Serial Entrepreneur)

Trending in Smartcut

1 How to Set Goals Smartly to Accomplish More in Life 2 7 Techniques to Stay Focused and Avoid Distractions 3 How to Set Short Term Goals for a Successful Life 4 10 Best Calendar Apps to Stay on Track in 2020 5 What Is a Habit? Understand It to Control It 100%

Read Next

Advertising
Advertising
Advertising

Last Updated on December 9, 2019

How to Set Goals Smartly to Accomplish More in Life

How to Set Goals Smartly to Accomplish More in Life

We all know setting goals is the best way to give your life focus and direction. But did you know that by setting goals, it can also help you to get a lot more of your important work done?

Having clear and effective goals that are built around your values focuses your mind on what is important. It helps you filter out the unnecessary and gives you an ‘outcome mindset’ rather than a ‘task mindset’.

An outcome mindset is one where you are focused on the objective—the outcome— of what you are intending to achieve. A task mindset focuses on the tasks you have to do each day and this leads to completing unnecessary tasks (or spending too much time on the unimportant) and procrastination.

To help you with transforming yourself from being focused on the tasks and to be focused on the outcome, here are 17 ways having clear goals will not only increase your productivity but also supercharge your ability to get the important things done:

1. Make it a goal to have no more than 10 tasks on your to-do list each day.

One of the surprising benefits of having a small number of goals for the day is how frequently you find yourself accomplishing more.

When you have a random number of tasks to complete each day, the likelihood is you will not get them all done.

When you set yourself a small number of tasks to complete—your “must completes” for the day—and you restrict these to a set number, you are much more likely to get them done.

2. Decide what your monthly and weekly goals are.

What do you want to accomplish this month? What do you want to accomplish this week? These questions focus you in on the things that are important to you.

Most people are waiting for life to happen to them, after all, it is far easier to react to events around you than to create events around you.

When you create the events in your life by having weekly and monthly goals that reflect your objectives for the year, you are going to get far more of your important work done.

3. Work on what’s important to you and focus on your priorities

Building your daily life around your goals is going to keep you on the path you want to follow.

Advertising

Without any goals directing you towards where you want to go, you will find yourself drifting off your desired path and aimlessly wandering through life, wondering how you got to where you are. More often than not, where you end up will not be where you want to be.

4. Eliminate the unimportant tasks that come up each day

Every day throws up a lot of unexpected issues. These issues often come from our bosses, clients/customers and friends and family. It does not matter how well planned your day is, these things are going to happen.

When you have a set number of goals to achieve each day, these issues will not hijack your day and destroy it. You will find you can handle the unexpected while continuing to get on with your important work for the day.

5. Always stay focused

When you set goals, it means you have made a decision about what it is you want to achieve and what is important to you. This allows you to become a much more focused person because you are mindful of what you want.

Focus, in today’s world, is a skill in short supply. By developing your focus, you are going to put yourself way ahead of everyone else.

6. Begin the day with a goal

One of the best ways to accomplish more of your important tasks each day is to begin the day with a clear goal.

It could be to complete a specific project or to simply get outside and walk for thirty minutes in nature.

When you start the day with a specific goal to do something, you are much more likely to get it done.

7. Start small

If you have never had an outcome-orientated mindset, then begin will small steps.

A simple goal to have each day, and a very healthy one, is to go for a thirty-minute walk.

Another simple goal to set for the day is to choose one piece of work that you will complete that day, then focus all your attention on getting that work completed before you finish for the day.

Advertising

These pieces of completed work add up over time, and you’ll find that you are getting far more done than you ever did before.

8. Ask yourself: What one thing you could do today that would have the biggest positive impact on your day?

This is a great way to accomplish even the hardest of goals.

Asking yourself this question really helps you discover what projects and work are important. This question is not focused on completing the goal. This question is all about making progress on the goal.

Once you have completed that task, you will find the next step happens naturally. Before you know it, you have made a huge impact on your goal.

9. Consistently take small steps which lead to great distances

One of the biggest reasons why most people never achieve their goals is their goals seem impossible because of the time and effort required to achieve them.

The best way to make even the most difficult goals achievable is to break them down into small manageable steps. Even the smallest step moves you forward towards achieving the goal.

Just two or three little steps completed every day will, over time, take you towards where you want to be.

Want to write a book? Writing 500 words per day will give you a 60,000-word manuscript in around ten months.

10. Plan what you are going to achieve the day before with the 2+8 Prioritization System

This one always works. Before you finish your day’s work, take ten minutes or so and decide what two things you will achieve the next day. This is what I call my “two objectives”.

Once you have decided on your objectives, write down eight other tasks you want to complete the next day. These tasks I call my “focus tasks”.

You then make sure that whatever gets thrown at you the next day, you will complete these ten tasks.

Advertising

Over a period of one month, you will have achieved around 300 meaningful tasks all related to your goals and important work.[1]

11. Know what your majors and minors are

This one is the secret of all highly successful people. They know what work has the most impact on their life and business and what work does not.

For example, checking emails, while necessary, is not a major task. It does not move you forward in any meaningful way. Talking to your most important customer and reinforcing your strong relationship with them, that’s a major.

One of the best examples I’ve heard comes from Brian Tracy. In his example, Brian says a salesperson doing work in the office is doing minor work. A salesperson talking with a customer is doing major work.

Focus all your time and energies on your major work and reduce the time you spend on your minor work.

12. Add positive pressure to get more done

When you have goals, you feel obligated to do something about them. When you do not have a goal, you are much more likely to procrastinate and spend unproductive time thinking about what to do next.

Goals give you clarity, goals give you purpose and when you have both clarity and purpose, you find you no longer procrastinate and you utilize your time much more effectively.

13. Have specific, clear goals to incentivise you to move forward.

How you write the action steps related to your goals is important. If you have a goal that says “make an online course,” you will not achieve very much.

Writing your action steps out such as “make progress on the online course outline” or “make five slides for online course” is specific and is going to lead to action and achievement.

14. Make progress that drives more progress

When you see you are making progress on your goals every day, you will find you begin getting much more done.

Momentum is created once you start and when momentum begins you find positive habits develop. Put momentum and motive together and you have the ingredients for massive progress towards your goals and your work.

Advertising

15. Take up accountability

Something amazing happens to our brains when we set ourselves goals. Having goals we are very clear about and determined to achieve gives our brains the necessary incentive to focus on getting the goal achieved.

We have accountability to ourselves. That accountability gives us all the incentive we need to get the work done every day.

16. Use the power of Parkinson’s Law

Parkinson’s Law states “work expands so as to fill the time available for its completion”.

When you have set goals to achieve each day and you begin the day with a review of what you want to get completed, Parkinson’s Law will take over.

This means no matter what else gets thrown at you throughout the day, if you have set yourself a time, you will finish your work for the day, you will find you will finish what you have planned for the day at that time. This one works brilliantly.

17. Become a highly focused, goal achieving individual

Having goals you are focused on each day develops a ‘can do’ mindset. When you have a strong ‘can do’ mindset and the discipline to focus on what you want to get accomplished each day, you find work you previously thought would take weeks and months to complete soon start being completed within hours or days.

A great mindset and a strong work ethic, coupled with daily goals will make some very positive changes in your life.

These 17 tips are just the start. When you begin focusing your daily activities on your goals instead of on your tasks, you will see an incredible transformation take place in your life.

Your energy increases, you feel happier more often and you start to feel you are making progress on the things that are important to you which just leads to accomplishing more and more.

More About Setting & Achieving Goals

Featured photo credit: Unsplash via unsplash.com

Reference

Read Next