How to Write a Mission Statement

A four step process for success

Coming up with a mission statement is one of the most important things you can do in the early stages of your business. It gives your employees a sense of purpose. It gives them a singular goal. It gives them drive and focus as a cohesive force for your brand. A mission statement also allows customers a window into your product or brand. It allows them to understand where their money is going and what kind of culture they’re choosing to support. If you’re a few years in to your business and you still don’t have a mission statement, don’t feel bad – just start now! Here are some great pointers to think about.

We’re going to focus on four main factors for this article.

1. Create Team Standards

Think about why your team is doing their job. Are they doing it just because they don’t want to be fired? Are they doing it just for the paycheck, living for the weekend? Or is it because they enjoy their job? Hopefully it’s that last one. As a team you should be collectively driven to one main goal, providing value to the customer. If you set that standards in place with your mission statement up front, the team has a clear vision of where to go. It makes it easier to feel pride in work when you know you’re hitting your target and making a difference.

Customers will never love a company until the employees love it first.” – Simon Sinek

2. Create a Vision for Inspiration

Creating a vision for inspiration is kind of like painting a picture of what the future holds for your customers as well as your team. It lets them be part of your dream, your vision for where the company is going. Tell your team and customers that the ship is pulling away, ready to set sail for adventure, and ask if they’re ready to jump aboard.

3. Your Standout Feature

This is the, what you do, why you do it and how you are different opportunity. These questions are often presented in the funding phase of a startup because the investor needs to be inspired and see a positive gain in their time and money. Your customers are the same way. Think of Warby Parker with this portion of their mission statement. “To offer designer eyewear at a revolutionary price”.

4. Describe your Impact moment

The impact moment of your mission statement is where you’ll describe the problem and provide the solution. You’re going to let your customer know how you plan on including them in the change you’re going to set in motion. It’s a final way to inspire them to support your business as well as the mission. Tell them – ‘When you purchase this…you’re helping us combat that’. Think of Tom’s Shoes. When you buy a pair of Tom’s, we give another pair to a child in need of shoes.

Now that you’ve got some helpful tips for creating a solid mission statement you might want some inspiration! We’ve pulled some great examples from Hubspot.

  1. Life is Good: To spread the power of optimism.
  2. Sweetgreen: To inspire healthier communities by connecting people to real food.
  3. Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  4. American Express: We work hard every day to make American Express the world’s most respected service brand.
  5. Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
  6. InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
  7. Honest Tea: To create and promote great-tasting, healthy, organic beverages.
  8. IKEA: To create a better everyday life for the many people.
  9. Nordstrom: To give customers the most compelling shopping experience possible.
  10. 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 play.
  11. Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
  12. JetBlue: To inspire humanity – both in the air and on the ground.
  13. Workday: To put people at the center of enterprise software.
  14. Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
  15. Tesla: To accelerate the world’s transition to sustainable energy.
  16. Invisible Children: To end violence and exploitation facing our world’s most isolated and vulnerable communities.
  17. TED: Spread ideas.

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