Mission statements are a formal summary of the aims and values of an entity, whether that is a company, organization, or individual. What is it that makes you tick? Your touchstone? This should guide you when making decisions about your business.
We have talked about strategic planning in the past (1, 2, 3 and 4). It is possible to go through an entire strategic planning session and create a plan without a formal mission statement. However, it can help to have one as a landmark to help you keep on the path towards the business you want to have. In addition, it can help those you are trying to reach understand who you are, what you do, and what they can expect from you.
What makes a good mission statement? First, it is genuine. It has to be YOU – your company, your mission, your values. Otherwise, what’s the point? Second, the best mission statements are clear, memorable, and concise. Third, it can be accomplished. It is a mission, after all.
TED Conferences, LLC, of the TED Talks, has taken this to the extreme. Its mission statement is: Spread ideas. That’s it – Spread ideas. Can’t get more concise than that. But you have a good idea of what they are trying to do, and I am certain they have had discussions where it is asked, “Is this helping us spread ideas or something else?”
Others are much more wordy. Examples of mission statements from non-profit and Fortune 500 companies can show you the vast variety of expressions that comprises a mission statement. But I think the best are those that can be kept ready at hand by everyone impacted to act as a first line of defense when a decision needs to be made. If the action asked to be taken can’t even meet the high-level demands laid out in the mission statement, then do not pursue. If it does meet these requirements, then further screening may be necessary (I’ll take the Strategic Plan for $1,000, Alex.)
Many mission statements answer the questions:
- What do we do?
- How do we do it?
- For whom do we do it for?
- What value are we bringing?
- What do we do for our customers?
- What do we do for our employees?
- What do we do for our owners?
- What do we do for our community (or the nation or world)?
Answering each of these explicitly makes for a very long statement. Some companies are OK with that, others make use of “vision statements”, “culture statements”, or other similar approaches. Again, I lean towards keeping it simple and let specifics find their home in other places. Not saying the specifics aren’t important, just saying the mission statement may not be the best place for them.
Browse through those and look at your favorite companies’ mission statements. Find what strikes you and try it out for your own purposes. For example, perhaps you are a financial planner, and you like Ducks Unlimited’s message that “Ducks Unlimited conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl. These habitats also benefit other wildlife and people.” Playing with that, you start with “We are financial planners that conserve, reserve, and manage our clients’ wealth and their financial habits. These actions will benefit our clients and their heirs.” Maybe not perfect, but it may help you get started down the path to where you need to be.
Once you have one drafted, don’t be afraid to ask others if your statement makes sense. Is it understandable? Does it ring true for the company? For example, here is ours:
At the law firm of OgdenGlazer, LLC, we grow success. The friendly, trust-worthy, knowledgeable people of OgdenGlazer, provide superior services tailored to meet the specific and ever-changing conditions faced by our clients to empower them to succeed.
What do you think? Does this sound like us? If not, why not? Seriously, let us know why this does or does not resonate with you!
Finally, mission statements should be stable, not changing as the wind blows. However, that doesn’t equal never-changing. As a company evolves, so may its mission statement. It is important to check back every once and awhile to make sure it still fits the actual priorities and goals of the company. Perhaps growth, a merger, or a sale has made your past mission statement out-dated. Our perhaps your company has grown up. Our goals as a teenager are likely not the same as our goals now that we are older and wiser. Your company may be the same.
Start the New Year with a renewed sense of purpose and a strong, clear mission statement that can guide you throughout the ups and downs of 2017.