In the world of business, a mission statement is like a guiding star in the night sky. It provides direction, purpose, and a sense of identity.

Whether you’re starting a new business, leading a team of employees, or even embarking on a personal journey, crafting an effective mission statement is a valuable exercise that can help you define your goals and values.

In this beginner’s guide, we will explore what a mission statement is, why it’s important, and how to create one that is similar to your purpose. For more information, read on.

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Understanding the Mission Statement

Before we delve into how you can create a mission statement, it is important that you understand what it is. A good mission statement summarises the core purpose, values, and goals of an individual, organisation, or business.

A mission statement is different to a vision statement and it is an objective that is put in place to allow your company to run smoothly. This concise statement applies to both customers and employees, as it defines what your business does, how it goes about fulfilling its purpose and who it serves.


Why Are Mission Statements Important?

Firstly, a well-crafted company mission statement provides clarity about what you aim to achieve. It keeps you focused on your primary objectives. It also helps align your actions, decisions, and strategies with your core values and goals, ensuring everyone is on the same page.

A strong mission statement can motivate and inspire you, your team, or your stakeholders to work towards a common vision. Now that we understand the significance of a mission statement, let’s delve into the process of creating one.


Crafting Your Mission Statement

Creating a mission statement begins with thinking deeply about your values, beliefs, and the impact you want to make. Here are some questions to guide your reflection:

  • What are my core values and principles?
  • What am I passionate about?
  • What unique qualities or skills do I possess?
  • What positive change do I want to bring to the world

By asking these questions, you will be able to efficiently craft your mission statement. Mission statements are normally more focused on the present and near future, reflecting on your business’s current activities and the values that motivate them.


Define Your Purpose

Your mission statement should be able to state your purpose or the purpose of your organisation. This purpose should be meaningful, express leadership and specific. Avoid vague statements.

For example, a bad statement would be ‘to make the world a better place’, whereas a good statement would be ‘to provide underprivileged children with access to quality education’.

By coming up with a specific statement rather than a vague one, you are more likely to stick to it and reach your goals. The second statement example outlines exactly what the mission entails.


Values and Principles

A mission statement should reflect your values and principles. These are the moral and ethical guidelines that guide your decisions and actions. Consider what values are important to you or your business. Common values include integrity, transparency, and social responsibility.


Goals and Aspirations

What are your long-term company goals and aspirations? Your mission statement should be able to convey what you aim to achieve. Remember it’s okay to be ambitious, but your goals should still be doable and realistic.


Be Concise and Clear

Mission statements should be concise and easy to understand. Aim for clarity rather than complexity. Avoid complex or technical language that might confuse your audience. Here’s a simple template to help you structure your mission statement:

  • Start with stating your primary objective or purpose.
  • Describe how you plan to achieve this objective.
  • Explain why this objective is important and the impact it will have.

By following this template, you should be able to complete your mission statement in a clear and concise manner.


Use Inspirational Language

Craft your mission statement in a way that inspires and motivates. Use positive language that summons emotions and enthusiasm. Consider the difference between these two statements:

  • ’Our mission is to sell quality products’
  • ’We are dedicated to delivering excellence through innovative, quality products that enhance lives’

As you can see, the first statement comes across as quite bland and plain, whereas the second statement not only conveys the mission but also creates a sense of dedication and purpose.


Seek Feedback

Once you’ve drafted your mission statement, seek feedback from trusted friends, mentors, or colleagues. They can provide valuable insights and help you refine your statement. Be open to constructive criticism and be willing to make adjustments.
Sometimes a second pair of eyes can help you spot things you may not have seen or considered before.


Examples of Mission Statements

To further illustrate the concept of mission statements, let’s take a look at some real-world examples to help you gain some insights into well-known mission statements.

Firstly, Google has a mission statement ‘to organise the world’s information and make it universally accessible and useful’. Their mission statement reflects its core purpose: organising and making information accessible.

Another example is Unicef, whose mission statement is ‘to promote the rights and well-being of every child in everything we do’. This mission is all about supporting children’s rights and well-being.

Finally, Oxfam’s statement is ‘to tackle poverty, inequality, and social injustice around the world’. This mission statement addresses global issues like poverty and inequality.

As you can see, these well-known brands provide mission statements that effectively portray what their organisation is about.

An example of a personal mission statement is ‘to use my creativity and to inspire positive change in my community by empowering individuals through education and personal growth’. This personal mission statement reflects an individual’s values and goals for making a difference in their community.


Review and Refine

Creating a mission statement is not a one-time task. It’s a process that may evolve over time as your goals and values change. Regularly review your mission statement to ensure it remains relevant and aligned with your objectives.


Move Can Help You Figure Out Your Mission Statement!

Crafting a mission statement is a valuable exercise that can provide you or your organisation with direction, motivation, and clarity of purpose. It’s a statement that expresses your values, goals, and aspirations in an inspiring manner.

What’s most important is that it reflects your authentic self or the core purpose of your organisation. So take the time to reflect, define your purpose, and craft a mission statement that inspires you and others to strive for greatness.

If you still feel like you could benefit from that extra bit of support for your business, then we at Move can help.

We offer a range of services such as online meetings from the comfort of your own home, elite mastermind groups for those who enjoy working with others, netwalking for people who enjoy walking whilst talking and business coaching services.

If you feel your business plan could benefit from support and guidance, then we can help! For more information on the services we offer or to speak to a member of our team, don’t hesitate to contact us at 07852 970 718. We look forward to hearing from you!