How to Write an Effective Mission Statement

A Mission Statement is an essential building block to developing a strong company culture. But what exactly is a mission statement and how do you write it in a way that makes it effective? These are the questions we will be answering in this article.         

What is a Mission Statement? 

A mission statement is a brief aspirational declaration, expressed in plain language, that describes what the organization is trying to accomplish. It offers a timeless expression of a company’s reason for being. A mission helps bring goals to life, provides meaning to day-to-day work, and should shape all decisions made within an organization.         

3 Essentials for Creating a Mission Statement  

When a mission statement is well written, it can inspire a team and give them a common purpose. Unfortunately, too many mission statements are poorly written and do little to help their organization.  

It doesn’t have to be this way!  

Below are three essential elements to help you create a mission statement that will have a tremendous impact on your organization. 

1. Answers the Critical Question 

First, the mission statement should clearly answer the critical question: why do we exist? Articulating the core purpose of your organization can serve as a constant reminder to your employees that the heart of everything you do is meaningful and grand. 

To help you answer this critical question, other questions to consider when writing your mission statement may include: why do people go to work each day in our organization–what is the point? What is it that our organization is trying to achieve that if people understood, they’d want to get out of bed and come to work each day? What is the ultimate goal we want to accomplish day in and day out? 

People need and want a clear purpose of why they do what they do at work. Without it, work can feel like drudgery. However, when your mission statement answers the critical question, people will know “the why” behind it all. When employees work with a purpose, it raises engagement levels, increases productivity, and improves staff retention.   

Unfortunately, too many mission statements do not answer the critical question, and then employees are left to wonder if their work really matters.  

 2. Is Clear 

When answering the critical question and creating your mission statement, the final product must be clear. Using big words that nobody understands or long run-on sentences that are confusing and hard to follow are never helpful. People should be able to read your mission statement and easily understand it without having to ask questions. The simpler a mission statement is, while answering the critical question, the better. 

Too many well-intentioned executives strive to create a mission statement that sounds sophisticated or prestigious. Others attempt to create statements that are a clever play on words or that can be used as a marketing slogan. Both strategies are a mistake. Instead, leaders must make clarity the primary objective above all others when drafting the company’s mission statement. Otherwise, it won’t be as useful as it ought to be.    

In creating your mission statement, ask yourself, is this easy to understand? Would someone with a high school level education be able to grasp what our mission statement means? Are there any words that sound confusing, or are the sentences too long?     

A mission statement that is clear and answers the critical question will help unify a team and guide their actions.  

3. Is Concise 

Finally, the length of your mission statement matters. One sentence is ideal—two short sentences at the very most!  

A succinct mission statement is vital because it allows employees to repeat it and memorize it. A long-drawn-out mission statement is seldom repeated and rarely remembered.  

The hope of any organization should be that its people can clearly articulate the mission at any given moment. Being able to recite the mission statement will help employees internalize it, live it, and recall it as they make decisions each day. 

Good Mission Statement Examples  

Several well-known companies have mission statements that possess these three critical elements and are great examples. Here are two:

Google’s mission is “to organize the world’s information and make it universally accessible and useful.”  

Southwest Airlines’ mission is “to connect people to what’s important in their lives through friendly, reliable, low-cost air travel.”    

Notice how these mission statements meet all three criteria above. They answer the critical question of why the company exists, they are clear and easy to understand, and they are concise (only one sentence each). Perfect! 

In reviewing these mission statements, it is also easy to see how they might unite and inspire the employees who work at Google and Southwest Airlines. Creating a mission statement that incorporates the 3 essential elements will do the same for your team or organization.        

Conclusion  

A well-written mission statement can have a significant impact on an organization. If your mission statement does not meet the three criteria above, then alter it so that it does. Don’t underestimate what a well-written mission statement can do to help move your organization forward.  

If you need help creating or modifying your company’s mission statement, The Center for Company Culture can help. Using a proven methodology, we’ve helped multiple organizations craft mission statements that help move their company forward. To learn more, please send an email to [email protected] or visit TheCenterforCompanyCulture.com. 

With a mission statement that meets all three of the criteria above you will be well on your way to establishing a solid foundation for an outstanding company culture.      

What’s Next?  

So, what’s next after you have a well-crafted mission statement? 

In my article, “Communicating Your Mission Statement to Your Employees” you will learn how to best communicate your mission statement and ensure it helps transform your culture. You can read the article here.