Why Mission Statements Fail and How to Make Them Work

I see the ads and hear the gurus telling you you need a mission statement. They say it is the cornerstone of everything your company will do, guiding your purpose and direction. However, many mission statements fail, leaving employees uninspired, customers disengaged, and business partners puzzled. They need to learn how the mission is supposed to guide them. Where do they fit? What action does it make them take, or should they take?

Here are some examples of company mission statements. If you are in the United States, you probably know the business, but do you know its mission statement?

1. "We save people money so they can live better."
2. "To provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats."
3. "Helping people around the world eat and live better."
4. "To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference."
5. "To accelerate the world's transition to sustainable energy."
6. "To bring the best user experience to its customers through its innovative hardware, software, and services."
7. "We bring good things to life."

How many of these did you recognize? Based on the mission statement, can you guess their industry and expected outcomes? How many of these could be U.S. Government agencies? (Consumer Product Safety Commission, Department of Agriculture, Department of Energy?) Actually, none are government agencies. You can find the answers at the end of the article.

Okay, I'll go ahead and reveal one of them. Number 6 is Apple. "To bring the best user experience to its customers through its innovative hardware, software, and services."

So, how does this lead to the iPhone, iPad, Apple Watch, MacBook, and all the different software and ecosystem that Apple offers?

The truth is, it didn't, at least not at first. The same lessons that Steve Jobs had to learn are the same lessons you need to turn around your failing mission and vision statements.

Steve Jobs' ouster from Apple in 1985 was a dramatic turning point in both his career and the company's history. Jobs, who co-founded Apple in 1976, was forced out due to internal conflicts and disagreements with the board and then-CEO John Sculley. Jobs' departure marked the beginning of a turbulent period for Apple, characterized by lackluster product releases, a confused strategy, and declining market share. The company's struggles culminated in the early 1990s, leading to a series of leadership changes and strategic missteps that nearly pushed Apple to the brink of bankruptcy.

In 1996, Apple acquired NeXT, the company Jobs had founded after leaving Apple, bringing him back into the fold. By 1997, he was named interim CEO and, later, permanent CEO. Jobs' return heralded a dramatic turnaround for Apple. One of his first moves was to simplify Apple's product line and focus on innovation, a strategy underscored by his "Think Different" campaign introduction. This campaign wasn't just about marketing but about telling a story that reconnected Apple with its roots of creativity, innovation, and challenging the status quo. Jobs now understood the power of a compelling narrative to inspire employees, excite customers, and reignite the brand's identity.

Jobs' ability to tell a powerful story was instrumental in Apple's resurgence. He framed Apple's mission in a way that resonated deeply with people: Apple wasn't just making computers but empowering individuals to unleash their creativity. This clear, compelling vision helped align the company's efforts and galvanized customer and employee support. The success of products like the iMac, iPod, and eventually the iPhone wasn't just due to their technological innovation but also because each product had a story that connected emotionally with users. The lesson here is profound: a clear and compelling mission-based story can not only revive a struggling company but also transform it into an industry leader.

Apple's mission remained the same, but how the mission's message was crafted and the stories they told changed dramatically.

The Power of Storytelling

Communicating your mission through stories rather than merely having people memorize a mission statement can profoundly impact engagement and effectiveness. Here are five compelling statistics that illustrate the importance of storytelling in conveying a mission:

1. Increased Retention and Engagement. Stories are remembered up to 22 times more than facts alone. This highlights how embedding your mission within a narrative can significantly improve recall and engagement among your audience and employees (Stanford Women's Leadership).
2. Enhanced Trust and Connection. About 81% of customers need to trust a brand to buy from them. Storytelling builds trust by establishing authenticity and relatability, which are crucial for developing strong, meaningful relationships with your audience (Brand Shop Blog).
3. Alignment with Values. Approximately 71% of consumers prefer to buy from companies whose values align with their own. By sharing stories that reflect your mission and values, you can create a stronger connection with your audience, particularly younger consumers who prioritize value alignment (Brand Shop Blog).
4. Emotional Impact and Persuasion. Research indicates that emotional engagement, which is often achieved through storytelling, can increase charitable donations and motivate people to take action. Stories trigger emotional responses, making the message more persuasive and memorable (Stanford Women's Leadership).
5. Improved Employee Engagement and Efficiency. Storytelling in the workplace can enhance employee engagement and efficiency. Gallup research shows that 70% of U.S. employees are not engaged or actively disengaged from their work. Sharing the company's history, struggles, and values through stories can give employees a greater sense of purpose and motivation (VirtualSpeech).

Crafting a Mission Statement that Speaks to All Stakeholders

A mission statement should resonate with multiple stakeholders, including your team, customers, and business partners. Each group interacts with the mission statement in unique ways, and ensuring that it speaks to all of them is crucial for fostering a cohesive and motivated business environment.

Speaking to Your Team. For employees, a mission statement should serve as a source of inspiration and a clear guide for their daily actions. It needs to articulate what the company aims to achieve and why it matters. This helps in creating a sense of purpose and belonging among the team members. A well-crafted mission statement can address this by providing a compelling narrative that aligns their work with a greater cause, fostering higher engagement and productivity (Business Made Simple Resources) (Stanford Women's Leadership).

Engaging Your Customers. Customers are increasingly making purchasing decisions based on shared values and the emotional connection they feel with a brand. A mission statement that tells a story and reflects the company's core values can significantly enhance customer loyalty. Statistics show that 71% of consumers prefer buying from companies whose values align with theirs, and 86% of Americans consider transparency a key factor when choosing brands (Brand Shop Blog). By communicating your mission effectively, you can build trust and a strong emotional bond with your customers, making them more likely to choose your brand over competitors.

Aligning with Business Partners. Vendors and business partners also look for alignment in values and mission when forming long-term partnerships. A mission statement clearly communicating your business's purpose and ethical standards can attract partners with similar goals, ensuring smoother collaboration and mutual growth. This alignment can lead to more effective and sustainable business relationships, as partners are more likely to invest in and support a company whose mission they believe in (Brand Shop Blog).

Bringing Your Mission to Life

In the end, you do not want someone to read your mission statement and be left wondering, "What does that mean?" A mission statement should be clear, compelling, and immediately understandable. However, the real power of a mission statement lies not just in the words themselves but in the stories you tell and how you tell them. These stories provide context, meaning, and emotional resonance that transform a static statement into a living narrative that drives your organization forward.

Providing Context through Stories. Stories bring your mission statement to life by illustrating what the mission looks like in action. For example, if your mission is to "improve lives through innovative healthcare solutions," telling the story of a patient who benefited from your cutting-edge treatment makes the mission tangible and relatable. This approach helps your audience understand your mission statement's practical implications and real-world impact, making it easier for them to connect with and support your goals (VirtualSpeech) (Brand Shop Blog).

Creating Emotional Connections. The way you tell your stories is equally important. Stories that evoke emotions are more memorable and impactful. By sharing stories that highlight the struggles and triumphs associated with your mission, you can create a deeper emotional connection with your audience. This emotional engagement can inspire your employees, foster customer loyalty, and build trust with business partners (VirtualSpeech) (Stanford Women's Leadership).

Clarity and Consistency. Ensuring that your mission is consistently reflected in all your communications is crucial. Every story you tell should align with the core values and objectives outlined in your mission statement. This consistency reinforces your message and helps to solidify your brand identity. For instance, if sustainability is a crucial component of your mission, every story you share—from product development to community initiatives—should highlight your commitment to environmental stewardship (Brand Shop Blog).

Answering the "Why." Ultimately, your stories should answer the fundamental question of "Why?" Why does your company exist? Why does your mission matter? When people understand the deeper purpose behind your mission, they are more likely to support it. By clearly articulating the "why" through stories, you provide a compelling reason for stakeholders to engage with and believe in your mission (YouTube).

Conclusion

A mission statement alone is not enough. It must be brought to life through stories that provide context, create emotional connections, and consistently reflect your core values. The message needs to be customized to the audience (team members, customers, vendors, partners, etc.), and the stories you tell provide the impact, engagement, and internalization you need to reach your desired outcomes. Doing so ensures that everyone who reads your mission statement not only understands it but is inspired to be a part of it.

Here are the company mission statement answers.

1. Walmart - "We save people money so they can live better."

2. PepsiCo - "To provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats."

3. Kraft - "Helping people around the world eat and live better."

4. Coca-Cola - "To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference."

5. Tesla - "To accelerate the world's transition to sustainable energy."

6. Apple - "To bring the best user experience to its customers through its innovative hardware, software, and services."

7. General Electric - "We bring good things to life."

Transform your next event with insights from Chris Moore, a seasoned professional speaker with over 20 years of experience in business research and consulting. Chris specializes in leadership, business strategy, and team dynamics, delivering impactful presentations that inspire and drive results. Learn more about how Chris can elevate your organization's performance at?www.chrismoorelive.com. Ready to engage your audience and foster growth? Visit the website to book Chris for your next event and take the first step towards unparalleled success.