Write: Company mission statement

The easiest way to write a mission statement is to project your personal goals and mission in life in your business,. This is possible only for entrepreneurs and small size businesses. At the point where startups start to grow their mission and values might change.


Most of the people working in a corporate don’t perceive the company mission statements as something important, but this should be the leading sentence guiding all employees and the whole organisation. For example: if the mission statement is “We are trying to help people get from one point to another” and the business are petrol stations.

Then in situations where the employee is wondering whether to serve a customer or not – the mission statement is leading the decision.


Mission statement captures, in couple of sentences, the essence of the business’s goals and the philosophies underlying them. It says what the business is all about to customers, employees, suppliers and the community.


According to Entrepreneur.com answering few questions helps to clarify the company mission in your head:

 

  • Why are you in business? What do you want for yourself, your family and your customers? Think about the spark that ignited your decision to start a business. What will keep it burning?

  • Who are your customers? What can you do for them that will enrich their lives and contribute to their success–now and in the future?

  • What image of your business do you want to convey? Customers, suppliers, employees and the public will all have perceptions of your company. How will you create the desired picture?

  • What is the nature of your products and services? What factors determine pricing and quality? Consider how these relate to the reasons for your business’s existence. How will all this change over time?

  • What level of service do you provide? Most companies believe they offer “the best service available,” but do your customers agree? Don’t be vague; define what makes your service so extraordinary.

  • What roles do you and your employees play? Wise captains develop a leadership style that organizes, challenges and recognizes employees.

  • What kind of relationships will you maintain with suppliers? Every business is in partnership with its suppliers. When you succeed, so do they.

  • How do you differ from your competitors? Many entrepreneurs forget they are pursuing the same dollars as their competitors. What do you do better, cheaper or faster than other competitors? How can you use competitors’ weaknesses to your advantage?

  • How will you use technology, capital, processes, products and services to reach your goals? A description of your strategy will keep your energies focused on your goals.

  • What underlying philosophies or values guided your responses to the previous questions? Some businesses choose to list these separately. Writing them down clarifies the “why” behind your mission.


Here are some mission statements of major corporations:

Nike: To bring inspiration and innovation to every athlete in the world.

Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Chevron: To be the global energy company most admired for its people, partnership, and performance.

Amazon: To be the most customer-centric company in the world, where people can find and discover anything they want to buy online.

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.

Ebay: Provide a global trading platform where practically anyone can trade practically anything.

Google: To organize the world’s information and make it universally accessible and useful.

How to write a mission statement:

 

  1. Gather your team and allocate enough time

Make sure you consider all input from everyone and that everyone like the crafted mission statement. This will assure you are on the same page as the rest of the team and that you all look in the same direction.

Most entrepreneur value the mission statement equally to the financial statement.

  1. Make is simple. but dynamic

Try to say what the business is really about and don’t try to make it flashy by adding extra super words like cool, fun, significant, substantial, etc.

The mission statement should be dynamic, should have 1 to 3 points in it , the less the better. It should reflect the company vision for a period of 3-5 years, meaning you should not achieve it in 6 months and then you need to modify it. On the other hand try to make it as realistic as possible, otherwise it will not reflect the business.

Create dynamic, visual images and inspire action

  1. Visual image

A good vision statement creates a strong image for the business in the person’s head who reads it. Evenmore it inspire an action, it creates admirations and it makes the person feel as part of it.

  1. Polish it

At the end when the mission statement is ready, polish it by alternating the words to make it more vibrant.