Best Practices in Developing a Mission Statement
?When you Google “TED?mission statement,” you get “Our Mission: Spread Ideas.”
That mission statement may be the most brilliant piece of organizational copy ever written.
Why?
Because in just two words, they’ve encapsulated what they’re all about and the value that they bring to you – and the world.
While your organization’s mission statement may have more than just two words, the challenge is still the same – developing a mission statement that introduces you and your contribution to your customers and the world at large.
So, let’s jump into the Best Practices of Writing a Mission Statement.
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The Process of Developing a Mission Statement
Mission statements tend to get written and quickly forgotten.
Why? Because they are written and left on the back page of the company website and often never discussed.?
?Why Are Mission Statements Important?
The mission statement intends to give direction, focus, and inspiration to the people who make up your organization. Practice the mission statement over time, and the principles embodied in the document can have a genuine impact on the culture and collective action of the company.
?Think for a moment about?Nike.?
At some point in your life, you’ve likely been a customer. Maybe you haven’t bought a pair of Air Jordans, but you’ve purchased something emblazoned with the Nike swoosh.
So, what does everyone know about Nike?
Everyone knows their advertising slogan, “Just Do It.”
What everyone doesn’t know is Nike’s mission statement:
To bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Their mission statement rallies their employees around supporting “athletes” of all shapes and sizes.
If you don’t want people to forget your mission statement ten minutes after it’s immortalized on a shiny placard on your company’s reception office wall, it had better be something that springs from the company culture itself.
?To develop a mission statement worthy of your company, take these essential steps.
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?The Questions Your Mission Statement Should Answer
In his?article for Forbes, Patrick Hull says that you have first to answer four essential questions to write a great mission statement.
?Other Elements Your Mission Statement Can – and Likely Should - Contain Differentiation
It’s?not necessary to talk down the competition to differentiate your organization in your mission statement. Instead of saying, “Our light bulbs shine brighter and longer than our competitors’ bulbs do,” write a mission statement that includes “lighting your world longer.”
Writing the value that your organization brings to the world into your mission statement is vital and is often connected to the “differentiation” language mentioned in our last point. As in our example, the value that the light bulb company brings to the consumer is a good product that lasts a long time, presumably resulting in cost-effectiveness.
Value is the part of the mission statement about people outside of your organization.
Building an emotional, uplifting, or inspiring element into your mission statement may be your most challenging task. However, it’s that bit of spark that your organization’s people will cling to as their reason for doing what they do.
Your mission statement should reflect any fun or unique personality embodied by your company culture. If your brand is lighthearted and doesn’t take itself too seriously, reflect that ethos within your mission statement. After all, the boutique iced tea artisan startup probably doesn’t need the same stodgy mission statement language of the 100-year-old law firm down the road.
?An Easy Format for Your Mission Statement to Follow
OnStrategy?has an excellent formula for writing mission statements that’s worth checking out.?
Keep Your Mission Statement in Sight
It’s essential to keep your mission statement in front of your staff on a day-to-day basis. Don’t let your mission statement be something that nobody ever reads. If you’ve done your job correctly in researching and writing your mission statement, it should be one or two short sentences that encapsulate who and what your organization is. Communicate your mission statement consistently through many channels to keep in the minds of your employees.
?Let Your Mission Statement Evolve
Although your organization’s core mission isn’t likely to change, it’s important not to get married to your mission statement. There are times when companies have to flex to stay relevant in the marketplace. This level of agility requires a mission statement that evolves alongside the company’s trajectory. A static, carved-in-stone mission statement is not a good thing. Mission statements need to be dynamic and agile enough to keep in line with the demands of the marketplace and popular culture. This agility will help your company remain relevant as new generations enter the workforce and become your employees.
?In Conclusion:
Put some time and thought into your mission statement. Sure, you’re not going to have the same mission statement as?NASA. After all, you’re not sending people to the moon. It’s okay to be different from everyone else. Get input from company leaders around you, and most of all, keep it brief and don’t forget to design it to inspire.