While all businesses have the same goalāto make a profitāeach business has a different mission. One entrepreneur might want their business to enlighten and educate their customers. Another might want to provide the most joyful customer experience possible.
To keep a business on track with its mission, business owners will often write a mission statement that concisely states the companyās purpose.
What constitutes a mission statement?
A mission statement elucidates an organization’s reason for existence, its objectives, and its fundamental values. An effective mission statement is concise, typically spanning one to three sentences or a few paragraphs, encapsulating the guiding principles that shape the organization’s actions.
Although having a mission statement is not obligatory, many business owners find it beneficial to craft and maintain a robust mission statement to guide the business in navigating opportunities and challenges. Moreover, a mission statement aids employees in comprehending the company’s values and culture, enabling them to convey this information to potential customers, board members, and investors. Businesses frequently display their mission statements on their websites, typically under the “Mission” section or integrated into the “Our Story” segment. Nevertheless, business owners can also opt to keep their mission statements internal; the decision of the internal and external audience for the companyās mission statement rests with each owner.
Crafting an Effective Mission Statement
Crafting a well-defined mission statement can be challenging; finding the right balance between expressing your philosophy and clearly outlining your goals is crucial. Don’t worry, your business doesn’t have to save the world or uplift the human spirit, but it does need to precisely articulate what it aims to achieve and why.
1. Clearly state what your company does:
Start by providing a brief description of your company’s products or services and your target audience. Are you selling reusable bags online? Designing websites for tech startups? Facilitating online focus groups for corporations?
2. Explain your goals:
Companies often have multifaceted goals. For instance, an apparel brand may aim to create a compelling shopping experience, address clothing waste through promoting slow fashion, and raise awareness about the environmental crisis. While it can be challenging to highlight specific goals, use this activity to define your primary and secondary objectives.
3. Emphasize why you started your business:
Articulate the reasons behind launching your business and what sets it apart. Document what motivated you to start this venture. Did you aim to provide consumers with a product that causes no unnecessary harm? Fill a specific gap in the market? Solve a problem? Create the most compelling shopping experience possible?
4. Define your business conduct:
Outline your company values and the reasons behind specific business decisions. For instance, explain why you might choose to pay above-average rates for locally manufactured goods rather than opting for cheaper goods produced abroad. Alternatively, you might prioritize exceptional customer service for customers who speak various languages. This step involves detailing how you conduct business and how you interact with partners, employees, and customers.
5. Edit for clarity:
Develop a concise mission statement that is clear and comprehensible to employees, partners, and target consumers. Edit for simplicity and clarity. Keep the statement realistic and straightforward; a mission statement is not a TED talk meant to inspire humanity. A grandiose mission statement may come across as unattainable, naive, or pretentious. A poorly crafted mission statement can deter potential customers, appearing more like a marketing tactic than a genuine expression of your core purpose.
Examples of Mission Statements
One effective way to initiate the process of crafting your own mission statement is by exploring examples from other companies, even if they operate in different industries or offer different products and services. Here are a few mission statements that demonstrate clarity and purpose:
Meow Meow Tweet
Meow Meow Tweet, a vegan personal care product company, presents a concise mission statement on its Our Values page. In a single sentence, it articulates, “To create ethical and natural personal care products that are not stressful to the earth, do not harm animals, are manufactured and packaged in a positive work environment and are presented to the consumer at an accessible price point.”
Our Place
Founded by Shiza Shahid, a co-founder of The Malala Fund, Our Place is a high-quality cookware company aiming to facilitate the creation of shared home-cooked global cuisine and foster conversations. The opening paragraph of its inspiring mission statement declares, “We believe in the power of home cooking to bring people together. Itās why we create products that make cooking and sharing a meal easier and more joyful. Our products are designed for how we live and celebrate making (and breaking) traditions with family: given, chosen, and found.”
Velasca
An Italian company, Velasca specializes in selling leather shoes, apparel, and accessories, primarily for men, crafted by Italian artisans using local materials. The mission statement, accessible on the bottom left of each webpage, emphasizes the commitment to quality and affordability: “Velasca was created to offer you artisanal quality shoes and clothing at a fair price. To be worn for a lifetime.”
Fly By Jing
Founded by Jing Gao, Fly By Jing introduces Sichuan pantry staples like chili crisp and Zhong sauce to mainstream U.S. markets. The company’s Our Story page features a single statement that centers around the founder: “Fly By Jing doesn’t conform to anyone else’s notions of value, taste, tradition. It is one person’s recipes, one person’s vision, and one person’s story. With these products, I’m telling you mine.”
Pela
Established in 2010, Pela specializes in crafting eco-friendly smartphone cases from alternative plastics. Pela’s mission statement, presented alongside its origin story and core values, spans six sentences. The most notable excerpt reads, “This is why we are developing products made of environmentally sensible materials. To educate and inspire the global community of people who are committed to making a positive impact on our planet.”
To conclude:
A well-defined mission statement is a cornerstone when establishing a business, providing a clear roadmap for its purpose and goals. Crafting an effective mission statement involves articulating what your company does, explaining its goals, emphasizing its origin story, defining its business conduct, and ensuring clarity in communication. While not mandatory, a strong mission statement serves as a guiding force, resonating with employees, customers, and stakeholders. The presented mission statement examples showcase diverse approaches, illustrating the importance of clarity and purpose in defining a business’s core identity and direction.
