What is a mission statement, and why do we even need one? For that matter, who even does need one?

Well, the dictionary definition of a mission statement is ‘ a document which states what they aim to achieve and the kind of service they intend to provide’ (Collins Dictionary) or ‘a formal summary of the aims and values of a company, organization, or individual.’ (Oxford Dictionary)

So, a mission statement is a brief, clear, and compelling statement that communicates an organization’s purpose, values, and goals. While mission statements are often associated with non-profit organisations, every organisation has one, whether it is publicised or not.

So why are they important?

1. It provides clarity and direction – for you and your customers.
2. It differentiates you from your competitors, and can attract customers that align with your values
3. It can motivate and inspire you and your staff. When you feel connected to a purpose or value, it can lead to higher engagement with the work.

Ok, so they are definitely an important thing to have. 

Developing a clear and compelling mission statement can be a challenging process, but it is essential to invest the time and effort to get it right. Here’s a few tips on how to get started:

1. Identify your values – these are your core beliefs and principles, and will underpin the statement
2. Identify your purpose – What are you solving, and who for? What is the impact you want to have?
3. Make it concise and clear – your mission statement should be brief, and easy to understand.
4. Make it memorable – catchy, memorable languages means staff and potential customers will be able to call it to mind easily
5. Involve your stakeholders – get ideas from staff, as well as customers and partners to help shape and refine your ideas
6. Review it often – it may take time to nail your mission statement, so review it regularly, and ensure it still aligns with your values.

Looking for inspiration? Here are a few examples from successful companies:

• Nike: To Bring Inspiration and Innovation to every athlete in the world
• JetBlue: To Inspire Humanity – Both in the Air and on the Ground
• IKEA: To Create A Better Everyday Life for the Many People
• Patagonia: We’re in Business to Save our Home Planet