Table of Contents
Definition of Mission Statement
It’s a brief expression of the goals and principles guiding the operations of the company, which outlines what the company wants to accomplish and acts as a guide for decision-making, illustrating the path the organization and its employees will follow.
What Is a Vision Statement?
It provides a crystal-clear and motivating picture of the future that a company aims to bring into existence. It defines a company’s long-term goals and acts as a guide for making decisions and establishing objectives. Compared to a mission statement, a vision statement is broader & contains fewer specifics, yet, its primary purpose is to encourage and inspire stakeholders. It is common practice to utilize the vision statement in conjunction with the mission statement to present a complete picture of the purpose and direction of the company.
Mission Statement vs Vision Statement
Nature of Operations
The nature of operations encompasses the various services a company performs to achieve its objectives and fulfill its mission. The vision statement paints a vivid picture of the future aspirations of a company. The mission statement outlines the key activities, processes, and systems that drive the company’s daily operations, which explains why companies make use of mission statements to define their nature of operation.
Target Market
A company’s vision statement provides a glimpse into its target market as it embodies its aspirations and goals. A company’s target market encompasses the specific group of customers it aims to service and the products/services it is offering to meet its needs.
Means of Executing Operations
The mission statement describes how a company conducts its operations, including the strategies and processes used to achieve its goals. It may change to reflect shifting priorities, but it must remain consistent with the company’s vision statement. The vision statement provides long-term direction and helps guide the company’s mission, including how operations are executed.
Hopes and Dreams
Hopes and dreams refer to a company’s expectations for the future, which are often reflected in the company’s vision statement, and outline the long-term goals and purpose. While the mission statement focuses on the day-to-day operations & activities that a company undertakes to achieve its goals.
Nature Of A Problem Being Solved
The vision statement provides a broader perspective on the future impact the company hopes to have. It outlines the desired outcome of solving the problem, describing how the company’s efforts will improve the lives of its customers and the wider community.
Expected Deliverables/Changes
They are the specific outcomes and results that a company wants to achieve. The vision statement describes the expected deliverables or changes a company wants to achieve in the future.
Business Continuity
It refers to a company’s capacity to maintain its operations in the face of unexpected disruptions. The aspect of a company’s operations falls under the purview of the mission statement, which remains unchanging. The mission statement is adaptable and subject to change over time in response to various factors, as previously mentioned.
Sustainability of Operations
It refers to a company’s ability to continue operating into the future while maintaining its financial stability and meeting its obligations. It’s clear that the mission statement encompasses a company’s daily operations and priorities, so it only makes sense that the concept of sustainability of operations would fall under this umbrella.
Communication of Purpose
It is how an organization conveys to its internal & external stakeholders its aspirations, beliefs, and goals. While the vision statement outlines the purpose behind a company’s operations, the mission statement details the actual operations being carried out.
Inspiration
The source of inspiration is the vision statement, which is the driving force behind its aspirations and ambitions. The vision statement outlines a company’s future inspirations and provides a clear roadmap for employees to follow, serving as a beacon that directs the company toward its desired future state.
Organizational Culture
It shapes the behavior and conduct of a company’s employees toward its stakeholders and is primarily influenced by the mission statement. The mission statement provides a framework for the organization’s operations and sets the tone for how things are done.
Governance
It refers to the systems, processes, and policies that govern the organization’s operations and decision-making. It includes internal controls & guidelines that ensure legal & regulatory compliance and adherence to ethical and moral standards.
Internationalization
It refers to the process of designing and developing a product/service that can be easily adapted to various languages, regions, and cultures.
Stakeholders’ Returns
It refers to the benefits that stakeholders receive from their investment in or involvement with an organization. In this context, the returns can be considered a component of a company vision statement, representing a desired outcome for the organization.
Three Parts of Mission Statement
Brand Purpose
It’s a company’s primary goal or reason for existing, which goes beyond just making a profit. It sums up the company’s values, beliefs, and goals and gives a framework for decision-making and organizational behavior. The brand’s purpose should match the values & beliefs of its target audience.
Brand Values
They’re the ideas and beliefs a company stands for and tries to live up to in how it runs its business and interacts with customers and the rest of the world. It also helps make decisions, shapes the company’s culture, and decide what kinds of products/services will be offered. It helps a company stand out from its competitors and connect more deeply with its target audience.
Brand Goals
They are the long-term goals a company wants to achieve through its products and services, which provide the organization a sense of direction and purpose and serve as a roadmap for success. They are SMART and reflect the company’s vision for the future.
Why Mission Statement Important?
It Guides The Company Forward
A mission statement is a company’s guide, helping to focus its efforts and ensure everyone is working toward the same goal. Think of it as a roadmap that outlines the company’s goals, values, and purpose.
It Focuses Your Energy & Attention
View the mission statement as a GPS for your business, helping you stay on track and reach your desired destination. A well-crafted mission statement illuminates the company’s purpose and values, constantly inspiring and indicating what employees should focus on to work together toward a common goal.
Mission Statements Spark New Ideas
Mission statements are a company’s ultimate source of inspiration and creativity. They allow diverse opinions and ideas to be shared, leading to a richer and more comprehensive understanding of the company’s goals, values, and purpose.
Mission Statements Shape the Company Culture
A company’s culture is built around its values, beliefs, and purpose, and a mission statement communicates these to employees, customers, and other stakeholders.
Mission Statements Establish Consistency
A well-structured mission statement serves as a consistent guiding principle for a company, helping to ensure that everyone is on the same page and working towards the same goals. It acts as a touchstone, a constant reference point that helps keep everyone aligned and focused.
Provides A Powerful Message To the Public
The mission statement should intrigue and inform the audience about the company’s passion and mission.
Drive Action
A mission statement can aid in creating a culture of responsibility by providing a criterion for measuring and evaluating success. It’s a potent instrument for driving progress & attaining achievement.
Characteristics Of A Compelling Mission Statement
SHORT
Effective mission statements are short, straightforward, and easy to recall. Being brief allows you to quickly send a clear, focused message to a group of people.
UNIQUE To Your Business
A good mission statement should be specific and unique to your business, highlighting what sets your venture apart and setting the tone for your company culture. Uniqueness is a key that sets your company apart from competitors.
Create Expectations
A mission statement has a practical purpose: to set expectations for everyone interacting with your company, from employees & customers to investors and other stakeholders. It tells them what to expect from the company.
REALISTIC
It should inspire and motivate, but it should also be doable and in line with the organization’s skills & resources. A realistic mission statement gives the organization the tools it needs to reach its goals and move forward in the right direction.
MEMORABLE
A memorable mission statement is easy to recall, encouraging, and leaves an impression.
ACTIVE
It’s a CTA, that should inspire motivate, and drive the organization and its employees toward a mutual goal. An active mission statement shows what the company stands for and serves as a daily reminder of what it wants to accomplish.
POSITIVE
The mission statement must be full of positivity and inspiration to make a lasting impact.
ADAPTABLE
A mission statement needs to be flexible enough to change and develop alongside the company.
TARGETED
A strong mission statement is written with the target audience in mind.
Examples of Mission Statement
Adidas
The Adidas Group strives to be the global leader in the sporting goods industry, with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.
ALDI
To continually set standards for food retailing and to further expand the market position of the ALDI North Group.
Amazon
To be Earth’s most customer-centric company, where customers can find & discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.
American Red Cross
The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing volunteers’ power and donors’ generosity.
American Express
Become essential to our customers by providing differentiated products & services to help them achieve their aspirations.
Apple
To bring the best user experience to customers through innovative hardware, software, and services.
ASANA
To help humanity thrive by enabling all teams to work together effortlessly.
Buffer
A commitment to culture and customers has helped Buffer grow from humble beginnings to serving more than two million people daily.
Coca-Cola
To refresh the world, inspire moments of optimism and happiness, create value, and make a difference.
Cisco
To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.
Cradles to Crayons
Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at playtime.
Comcast
Creates incredible technology and entertainment that connects millions of people to the moments and experiences that matter most.
ExxonMobile
To provide quality chemical products and services most efficiently and responsibly to generate outstanding customer and shareholder value while remaining committed to the principles of sustainable development.
To organize the world’s information and make it universally accessible and useful.
Honest Tea
Seeks to create and promote great-tasting, healthy, organic beverages.
IBM
To lead in creating, developing, and manufacturing the industry’s most advanced information technologies, including computer systems, software, networking systems, storage devices, and microelectronics. Our worldwide network of IBM solutions and services professionals translates these advanced technologies into business value for our customers. We translate these advanced technologies into value for our customers through our professional solutions, services, and consulting businesses worldwide.
IKEA
To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Instacart
To create a world where everyone has access to the food they love and more time to enjoy together.
Invisionapp
Question Assumptions. Think deeply. Iterate as a lifestyle. Details, details. Design is everywhere, integrity.
Invisible Children
To end violence and exploitation facing our world’s most isolated and vulnerable communities.
Jetblue
To inspire humanity – both in the air and on the ground.
Life Is Good
To spread the power of optimism.
Lyft
To reconnect people through transportation and bring communities together.
Connect the world’s professionals to make them more productive and successful.
L’Oréal
At L’Oréal, we aim to be the most inclusive beauty leader and contribute to a society where everyone can live safely, peacefully, and equally. The future of beauty includes social innovations and breakthroughs, to which we are proud to contribute.
Microsoft
Empower every person & organization on the planet to achieve more.
Magic Spoon
To transform the cereal industry by building a new category of nutritious and flavorful cereals.
Nordstrom
To continue our dedication to providing a unique range of products, exceptional customers, and great experiences.
Netflix
Improving the experience of its members by adding more streaming content and focusing on a mix of shows that both please current members and attract new ones.
NIKE
Bring inspiration and innovation to every athlete in the work.
Oracle
To help people see data in new ways, discover insights, and unlock endless possibilities.
Old Guys Rule
To embrace a new breed of guys who have incredible energy, a passion for life, wisdom gained from years of experience, and the time to spend doing the activities they enjoy. Old Guys Rule should be worn as a badge of honor for a life well spent, but not nearly over.
PREZI
To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
Patagonia
To save our home planet.
PayPal
To build the web’s most convenient, secure, cost-effective payment solution.
Rotary
We provide service to others, promote integrity, and advance world understanding, goodwill, and peace through our fellowship of business, professional, and community leaders.
Red Bull
Giving wins to people and ideas.
Ride Rich
To breathe new life into the motorcycle streetwear scene. We are a brand that acknowledges those individual riders who ride for freedom, not for ego.
Slack
Bringing all your communication together in one place.
Starbucks
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Sweetgreen
To inspire healthier communities by connecting people to real food.
Southwest Airlines
Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Samsung
We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.
TINYpulse
TINYpulse supports its mission of having happier employees by following its DELIGHT framework: D – Delight Customers; E – Elect to spread positivity; L – Lead with solutions and embrace change; I – Increase communication with transparency; G – Go the extra mile with passion; H – Hold oneself accountable; T – Treasure culture and Freedom.
The Spoiled Mama
The Spoiled Mama knows great skin never goes out of style. That’s why we’ve combined Mother Nature with science to give new moms (and their little humans) the best skin care available. Our collection addresses the most common needs for pregnant, postpartum, and breastfeeding mothers, so you can enjoy being a Mama, without all the drama.
Tesla
To accelerate the world’s transition to renewable energy.
TED
Spread ideas.
Udemy
Make quality education more accessible and improve lives through learning.
Uber
To ignite opportunity by setting the world in motion.
Universal Health Services
To provide superior quality healthcare services: patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of, and investors seek long-term returns.
US Bank
It’s our employees’ clear, strong commitment to our customers, communities, and shareholders. We put our mission into action every day.
Vanguard Group
To take a stand for all investors, to treat them fairly, and to give them the best chance for investment success.
Walmart
Save money, and live better.
WeWork
Create a world where people work to make a life, not just a living.
Warby Parker
To offer designer eyewear at a revolutionary price while leading the way for socially conscious business.
Workday
To put people at the center of enterprise software.
Yeti
Build the cooler we’d use every day if it existed.
How To Write A Mission Statement?
Explain the Company’s Product/Service Offering
You must provide a simple & straightforward explanation of your product/service. Your description includes: What are you selling? Why should customers buy it? What makes it unique? What solution will your product/service provide for your customer?
Identify The Company’s Core Values
The guiding principles of each successful business may be boiled down to a set of core values. A compelling collection of values to add to your mission statement may be accomplished by establishing core values that are important on both a personal and organizational level.
Connect How You Offer Values
Connect the dots in a way that the general audience can understand. If education is your company’s tenets, you should present the product/service as educative and explain how it helps customers educate their lives or business operations.
Condense The Statements Into One
A mission statement is a brief explanation of your company’s goals & values, it might be one sentence long or several paragraphs. It’s best to outline the company’s What (what the company is selling), Who (your target audience), and Why (the core values that motivate your actions).
Make Sure It’s Clear & Concise
Mission statement should be an effective marketing tool, make sure it’s easy to understand and doesn’t waste time. Explain what value your company brings to customers and highlight the shared objectives everyone in the company shares.
Conclusion
A mission statement should help an organization get everyone working toward the same goal, concrete strategies should follow it, and it should be carried out daily to have a lasting impact. From the mission statement, the organization can figure out its core values, which will serve as its guiding principles.