Mission Statement

A mission statement defines the purpose of the company. It should be simple, straightforward, articulate, and consist of jargon-free language that’s easy to grasp. It should be motivational to both employees and customers.

To give you an idea of what a good mission statement looks like, take a look at The Walt Disney Company’s:

The Walt Disney Company’s objective is to be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company’s primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.”

“A mission statement defines the purpose of the company.” 

Crafting a Perfection Mission Statement

Keep the following in mind as you create your mission statement:

  • Simple. It should be simple, straightforward, articulate, and consist of jargon-free language that’s easy to grasp.
  • It Should Motivate. It should be motivational to both employees and customers.
  • Ask Yourself. When crafting your mission statement, keep these tips in mind:
    • What are the specific market needs the company exists to address?
    • What does the company do to address these needs?
    • What are the guiding principles that define the company’s approach?
    • Why do customers buy from you and not your competition?
  • Purpose. Basically, the mission statement describes the overall purpose of the organization.
  • Ask How The Vision Comes to Life. If the organization elects to develop a vision statement before developing the mission statement, ask “Why does the image, the vision exist — what is its purpose?” This is often the same as the mission.
  • Wording. When wording the mission statement, consider the organization’s products, services, markets, values, and concern for public image, and maybe priorities of activities for survival.
  • Sets the Tone for Priority. Ensure that wording of the mission is to the extent that management and employees can infer some order of priorities in how products and services are delivered.
  • Be Concise. When refining the mission, a useful exercise is to add or delete a word from the mission to realize the change in scope of the mission statement and assess how concise is its wording.
  • Does it Make You Unique. Does the mission statement include sufficient description that the statement clearly separates the mission of the organization from other organizations?

Having a purposeful and perfected mission statement openly promoted internally and externally is vital to growing and establishing a well-respected, profitable company.

Follow Us on Social Media