What is your mission statement?
By definition a mission statement is a statement of the purpose of a company, organization or person,its reason for existing . It should be noted that I have seen plenty of beautiful nonsense when it comes to mission statement. At minimum, your mission statement should define who your primary customers are, identify the products and services you produce, and describe the geographical location in which you operate if need be.
It should describe your key market and your contribution. It should explain why your product or service is unique, setting out reasons why a prospective client would, or should choose you. No wonder most businesses find writing a mission statement hard.
If you’re stuck, you could try using any handy mission statement generator to help you come up with a mission statement like this one.
“We will work concertedly to efficiently monetize best practice methods of empowerment to stay pertinent in tomorrow’s world.”
Or try this for size.
“We are committed to globally engineer virtual sources while continuing to quickly leverage web 2.0 services.“
You want a case study? You have it.
Exxon Mobil Corporation’s mission is
an example of a poor statement.
“We are committed to being the
world’s premier petroleum and
petrochemical company. To that
end, we must continuously
achieve superior financial and
operating results while adhering
to the highest standards of
Exxon Mobil seems to think their
unwavering expectations provide the foundation for their commitments to those with whom they interact. They don’t. How many of their 77,000
employees will respond to a statement like that? Exxon Mobil might as well
“We want to make tons of money, honestly.”
This, of course, is the truth, but it sure as hell isn’t motivating.
Don’t laugh! I’m sure you’ve read many a meaningless mission statement similar to these ones.(Beautiful nonsense). Your
mission statement doesn’t have to be clever or catchy–just accurate. To help you
According to Bart, the commercial mission
statement consists of three essential
1. Key market: Who is your target client or
customer (generalize if needed)?
2. Contribution: What product or service do you
provide to that client?
3. Distinction: What makes your product or
service unique, so that the client would choose
Your mission statement shouldn’t live in a dusty A4 file, or be buried on a long forgotten, never updated page on your website. And it shouldn’t just be something you say.
It should be something you live every day, on purpose.
What are you doing right now, today? Why does your business exist? Why does it matter?
Are you actually on a mission, or are you just saying that you are?
Have a great day!
Don’t fail to communicate your mission statement to your employees or volunteers effectively.