A short Guide for writing a Mission Statement
A mission statement is an important part of any organization. That is because it is in the mission statement where its identity and its goals can be found. In other words, it shows what the company is and what it is about in a few short sentences.
Without a mission statement, the organization will float aimlessly without knowing its real purpose. Also, its customers won’t have any idea what it exactly sells or offers.
If you plan on putting up an organization, it is therefore important that you formulate a mission statement along with your business plan before you get any ball rolling. But just how do you write a mission statement? The list below will serve as your guide.
- The mission statement should be written in a clear and concise way. By doing so, it is able to get the message across to anyone almost immediately. It should therefore be free of jargon or any other technical term that only people with specialized skills could understand. Take for example Disney’s mission statement which is, “to make people happy.” Now, it couldn’t get much simpler than that.
- When writing a mission statement, think of a theme which will help define your organization. If your organization is service-oriented, think of how you will provide the most excellent service there is. Having a theme in mind helps give a focus to your writing of the statement.
- It is also important that you are familiar with how your organization works. This is also a key to creating a mission statement that will truly represent your organization. That way, your employees and even the customers would be able to find a real connection between the organization and themselves.
- Writing a mission statement is a serious business no matter the size of the organization. Therefore, invest time in writing one. If you are able to create one today, let it sit for a day or so and determine if it’s already good enough. Chances are that you would want to revise a lot of elements there.
Examples of Mission Statements
According to Forbes, the following questions must be answered in the mission statement.
- "What do we do?" The mission statement should clearly outline the main purpose of the organisation, and what they do.
- "How do we do it?" It should also mention how you plan on achieving the mission statement.
- "Whom do we do it for?" The audience of the mission statement should be clearly stated within the mission statement.
- "What value are we bringing?" The benefits and values of the mission statement should be clearly outlined.
If you need help figuring out where to begin with your mission statement, here are some examples from large corporations and non-profit organizations.
- Starbucks: "To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time."
- Amazon: "To be the most customer-centric company in the world, where people can find and discover anything they want to buy online."
- TED: "Spreading Ideas."
- Chevron: "To be the global energy company most admired for its people, partnership and performance."
- Smithsonian: "The increase and diffusion of knowledge."
- Nike: "To bring inspiration and innovation to every athlete in the world."
- American Heart Association: "To build healthier lives, free of cardiovascular diseases and stroke."
- New York Public Library: "To inspire lifelong learning, advance knowledge, and strengthen our communities."
- eBay: "Provide a global trading platform where practically anyone can trade practically anything."
- March of Dimes: "We help moms have full-term pregnancies and research the problems that threaten the health of babies."
- Amnesty International: "To undertake research and action focused on preventing and ending grave abuses of these rights."
- San Diego Zoo: "... is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats."
- Doctors without Borders (Médecins Sans Frontières): " ... works in nearly 70 countries providing medical aid to those most in need regardless of their race, religion, or political affiliation."
- Intel: "Delight our customers, employees and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live."