Every company every where is supposed to and must have a mission statement, which is the heart of the business’s vision and the guide of its operation, as a whole.
But how can you come up with a good and captivating mission statement? Most large companies spend thousands of dollars paying ad and marketing agencies to develop and craft their mission statements.
Look at some of the world’s largest companies’ mission statements below;
Microsoft: “Our mission and values are to help people and businesses throughout the world realize their full potential.”
But, how does this mission statement directly define in the ways Microsoft helps people and businesses? How and in what ways it helps them realize their full potential? What full potential?
A mission statement doesn’t have to be strenuous and complicated to read and understand its meaning, and doesn’t have to be direct and or completely specific to what the company does. A mission statement must be a simple gesture of structured words that embody, embrace and define the goal of the business, an entity, as a whole, both for employees, shareholders, partners and customers.
Watch this video by Guy Kawasaki, fast forward to 6:20 on the video, and listen to Guy Kawasaki defines a mission statement and his recommendation on what to do to get a good mission statement.
In your company, you should have the following statements:
1. A mission statement
2. A vision statement
3. A values statement
4. A mantra (slogan)
5. A profile statement
A mission statement – should be short and simple, which at the most basic defines why your business exists, and that’s for all your employees, customers, shareholders, and partners.
A vision statement – defines what your company plans and hopes to do and become, here you are targeting the same audience as in your mission statement, and this one can be longer and detailed.
A values statement – defines your company values and ethics and this one can be even longer and detailed.
A mantra statement – must be short; three words max, and must be even simpler for anyone to remember and recognize it with your company, employees, brand, and products. This is the slogan you attach to your ads.
A profile statement – this is what describes your company in detail, not your mission statement.
Each statement as listed above must serve as its own segment. And again, if your mission statement can’t fit on the back of your business card, then you need to go back to the drawing board and come up with a short and tastefully mission statement.
Words on the Street
Read what others have to say about a mission statement.
BPlans.com: “Your mission statement is an opportunity to define your business at the most basic level.”
Businessplans.org: “The mission statement should be a clear and succinct representation of the enterprise’s purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability. The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas.”
Mission Statement Focus
Here are some of the well known enterprises’ mission statements
Google – “to organize the world’s information and make it universally accessible and useful.”
Starbucks – “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”
Airtran – “Innovative people dedicated to delivering the best flying experience to smart travelers. Every day.”
3M – “To solve unsolved problems innovatively”
Mary Kay Cosmetics – “To give unlimited opportunity to women.”
Merck – “To preserve and improve human life.”
Wal-Mart “To give ordinary folk the chance to buy the same thing as rich people.”
Walt Disney – “To make people happy.”
Ford Motor Company (early 1900’s) – “Ford will democratize the automobile”
Sony (early 1950’s) – “Become the company most known for changing the worldwide poor-quality image of Japanese products.”
Boeing (1950) – “Become the dominant player in commercial aircraft and bring the world into the jet age.”
Wal-Mart (1990) – “Become a $125 billion company by the year 2000.”
Should I keep going posting mission statements of well known companies? Some of these mission statements are pretty lame and meaningless. And, no, I didn’t create them; I’ll do a better job than that, just look at my companies’ mission statements that I created in no time.
Oh, for your information if you are just starting out, when drafting your competitive analysis, always look at your closest successful competitors, and try to do better than what or how they do things. You can even take a peek at their business structure and mission statement. And feel free to update and change your mission statement at any time to reflect your business growth.
I hope this helps you in crafting your mission statement. The best way to be creative when trying to come up with your mission statement is when you are taking a shower, doing number #2 in the restroom, taking a long walk, or my favorite, when I lay down and take a nap, when I am half sleep, that’s when I become more creative.
Here is my company, Gatepedia’s mission statement, and please let me know if you understand the meaning of the following combined strings of words:
“At Gatepedia, our mission and values are to synergistically engineer unique infrastructures and efficiently coordinate diverse deliverables to exceed our customers’ expectations.”
But what does that mean? You tell me…!
The above stated mission statement is not the actual Gatepedia’s mission statement. I just put it up there to see how you’d react to those complicated and ugly strings of monstrous words. A good mission statement should be simpler and short enough to fit on the back of a business card.
Here are my or our companies’ actual mission statements.
Gatepedia: “At Gatepedia, our mission is to consistently create superior values and unique infrastructures for our company and for the world.”
Leticia Industries Inc: “To become the unparalleled essential ingredient in the lives of all the living things.”
RentersQ: “To become the world’s trusted hub for online rental and real estate services.”
Groot Group: “To address economic challenges other seem to ignore.”
I can create a cool, meaningful, marketable, brandable, and captivating mission statement or slogan for your company within 24 hours. Just get in touch with me now.