A good mission statement is concise, focuses on the goal of the organization, and is free from clichés and jargon. Write it together with your team, and then live it every day.
Every organization needs a mission statement. Whether it is a for-profit or a non-profit, a mission statement is crucial because it sums up the purpose of the organization.
A well-crafted mission statement tells the world why your organization exists in the first place. For a business, it also tells people what makes it different from its competitors. This matters for your brand: if your business is exactly like everyone else's, why should people bother doing business with you?
What makes an effective mission statement?
Of course, you could write a mission statement as simple as "Making as much money as possible" or "Avoiding bankruptcy", but those are hardly inspiring, are they?
So, what makes a good mission statement?
1. It is concise
A concise mission statement is better than a long one. For example, the mission statement of Alibaba Group is "To make it easy to do business anywhere." That's it. There is no long-winded mumbo jumbo. If you ask new employees to remember that statement, they can learn it in under a minute. And a short statement leaves less room for a typo too.
2. It focuses on the goal
Notice how Alibaba's mission statement is not about what the company is but about what it wants to do? That is what you should copy. Start your statement with "To" and a verb. It is a classic formula for a powerful mission statement, because it tells the world what your company does now and what it wants to do in the future.
3. It is free from clichés and jargon
To write a mission statement as clear as the example above, avoid these empty buzzwords:
- core competency
- empower
- corporate values
- leverage
- robust
- impact
- reach out
- paradigm
- the next level
Write it together, then live it
Now that you know what makes a good mission statement, it is time to gather your team and write the real thing.
Even if you own the business, the mission statement should be a joint effort. When your team has a say in it, they take its values to heart and feel a stronger commitment to the goal it states.
Remember that having the statement is not enough. You need to live it every day. Make sure everyone's actions in the company match the mission statement. That is where the magic starts.