Mission Statements Keep Your Business on Course

A mission statement is the heart and soul of any company. There is something about a well-written mission statement and a company that goes out of its way to stand behind it that resonates with customers. Occasionally, we may encounter companies that have lost their way, which can be chalked up to several factors. Lack of business clarity (wavering from the company’s mission) or operating without a mission statement comes to mind. For a company to succeed, it must have a mission statement and strive to live up to it. 

Why a Mission Statement?

Every business or organization should invest in developing a quality mission statement. I would even extend this to individuals, and their personal A company’s mission statement should summarize what it does and what principles guide its day-to-day activities. A good mission statement should clearly explain your organization's purpose and what it aims to achieve. Your mission statement is an opportunity to define your business at the most basic level. It should tell your company’s story, ideals, what you do, what you stand for, and why you do it.

Upon Closer Examination

Walt Disney knew what he was doing when he set out to create the most magical place on earth, Disney Land and Disney World. If we took a moment to examine our experiences with the Disney brand, would our expectations match the company’s mission statement?

The Walt Disney Company's mission is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the world's most creative, innovative, and profitable entertainment experiences and related products.

Mission statements change and adapt over time, but what are some of your thoughts after reading Disney’s mission statement?

• What is your first reaction to Disney's mission statement?
• Does the statement make a connection with you on a more personal level?
• What do you like or dislike most about the Disney mission?
• Based on your experiences with the company, has Disney done well in supporting its mission?

A Closer Look at Global Missions

Look at the mission statements of some of the world's leading companies. How would you rate them? Which ones work for you and which do not?

1. Google: To organize the world’s information and make it universally accessible and helpful.
2. LinkedIn: To connect the world's professionals to make them more productive and successful.
3. Tesla: To accelerate the world's transition to sustainable transport. 
4. Amazon: To strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
5. Walmart: To save people money so that they can live better.
6. Uber: To make transportation as reliable as running water everywhere for everyone.
7. Coca-Cola: To refresh the world in mind, body, and spirit; Inspire moments of optimism and happiness through our brands and actions; create value and make a difference.
8. Whole Foods: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.
9. Starbucks: To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time.
10. IKEA: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them.
11. Apple: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals, and consumers worldwide through its innovative hardware, software, and Internet offerings.” *This is one of Apple’s original mission statements. How does it compare with its current mission? Why do you think they changed it?

Mission Possible: Guidelines for Writing a Quality Mission Statement

Whether starting your mission statement or reexamining an existing one, it’s important to remember that this statement is a dynamic work in progress. Make sure that you revisit and refine your mission statement until it resonates not only with you but with all who read it. As you work on your mission statement, try answering the following questions:

• Identify Your Purpose: Clearly define why your organization or project exists and the problem it solves. Have you clearly described your firm’s products and services?
• Highlight Core Values: Include the principles that guide your actions and decision-making. What beliefs and values are being expressed about your organization?
• Know Your Audience: Focus on who you serve and how your mission benefits them.Can you describe your target customers, their characteristics, and the markets you compete in?
• Focus on Impact: Emphasize the positive change or outcomes you aim to achieve. Can the readers identify the value that you offer and what needs and wants are satisfied?
• Keep It Concise and Inspiring: Craft a clear, memorable, motivational statement in 1-2 sentences. Does your mission statement communicate any competitive advantage your company holds?

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