Building a Mission Statement for Your Business

Every business needs a mission statement. Sometimes, companies, both new and existing, struggle to compose a mission statement. A mission statement can be a very strong motivational statement for staff and employees as well as a strong marketing and branding tool for customers. Some great examples of mission statements that hit the mark completely are:



Disney – "To make people happy"


Would anybody argue that this is not accomplished by Disney? Does it set the tone and atmosphere for Disney employees? Would Disney customers agree? The answer is a resounding yes!


Boeing – "To push the leading edge of aviation, taking huge challenges doing what others cannot do"


If you do any kind of research about the development of Boeing 747 Jumbo Jet, you would see this mission in action. Do you think that Boeing's employees or customers doubt this statement? I doubt it.


3M – "To solve unsolved problems innovatively"


How many of you use Post-It Notes? Do you know how they were invented? NASA was looking for a product that would stick to surfaces indefinitely and still be easy to peel off. One 3M engineer spent quite a bit of time getting 3M to market this product commercially. Do you think his motivation was partly driven by this mission statement?


A business’s mission statement can be something that is totally ignored by both its employees and its customers, or it can be something that drives the organization, attracts customers, and brands its products. The latter is the best course of action.


Companies that have created dynamic and compelling mission statements get feedback from the highest and lowest ranking employees as well as their customers. They brainstormed, reviewed and rewrote their mission statement until everyone was satisfied. The employees and management agreed that the mission statement correctly identified what they hoped to accomplish, and the customers agreed that the mission statement defined what they wanted and needed.



Creating A Mission Statement


First of all, you should get everyone involved in a productive manner and do the following:


1. Pick One Central Theme. The theme should be easy to understand, non-controversial, and translate into behavior that can gain support. Take Disney, for example. They wanted people to have fun. They wanted their employees to have fun. They wanted people to be able to escape, for just a moment, the grind and stresses of their day-to-day environment.


So what is your theme? Does it deal with a product, service or both? Can it be easily understood and interpreted by both your employees and customers? In some cases, it may have to be mildly controversial to provoke thought and discussion.


2. Communicate With Action. This will not be something that you type up in 12pt font and lose somewhere. Once you have picked your mission statement, commit to it repeatedly. Review it often – at the beginning and end of every day. Share it actively with your employees and customers. You should be proud of your mission.


3. Focus On A Few Key Attributes Of Your Service Or Product. Take the example of Boeing. Do you want to push the leading edge of your technology? Do you want to accept challenges that others won't or can't? Do you want to solve problems that are difficult and challenging to solve? Does this key attribute bring value to your customers? What makes you stand out from everyone else in your industry? If you have a niche or strong specialty – maybe it needs to be mentioned. Companies have made billions of dollars by focusing on their strengths and incorporating what they do best into their marketing in every way.


4. Don't Rush The Process. Brainstorming and creativity take time. If you think that developing a mission statement in five minutes is the best way to go – you might find yourself revising over and over again. Or not buying into it in the first place. True, your mission statement can be as simple as “To make people happy” but you can bet that a company like Disney has several steps in play to make sure they meet that mission statement – it isn’t just for looks. The main point – this is not a race!

Finally….look at what other businesses have in place already. Get inspired & Get Focused!