Creating a Mission Statement
A compelling mission statement tells others why you exist, described in the present tense, as if it were happening now. Jot down words or phrases that come to mind when you think about your company’s/team’s reason for existence. After you have come up with a few thoughts on your mission statement, consider the following: Aspirational: Is it big, compelling and broad reaching? Brevity: Is it brief and to the point? Clarity: Is it easy to understand? Specific: Does it reflect your unique characteristics (your passion, what you can be the best at)? General: Is it broad enough to include evolving business needs? Pride: Are you glad to be a part of it? Inspiration: Does it compel you to works towards realizing it? Make sure your mission statement answers the question of why you exist versus where you are going or what you might do. Some sample mission statements: o We are a company focused on solving some of the world's toughest problems. o We are the leading global provider of travel experiences by inspiring travelers everywhere. o We exist to benefit and refresh everyone it (our product) touches. o To bring inspiration and innovation to every athlete* in the world. *if you have a body, you are an athlete. o Organizing the world’s information and making it universally accessible and useful. o Our business is discovering, developing and delivering novel medicines and vaccines that can make a difference in people's lives. o We provide relief to victims of disasters and help people prevent, prepare for, and respond to emergencies. o We are ladies and gentlemen serving ladies and gentlemen. o Providing physicians with comprehensive solutions to treat chronic diseases and individualize patient care. o We help businesses and people throughout the world realize their full potential. Your mission is the longest lasting piece of your strategic framework or plan. It should not change frequently. Reread the mission statements above. They are big. They are bold. They are compelling. They encompass myriad possibilities for the organization and are not usually tied to specific products or services. They withstand the test of time. Yours should too. A mission statement is written in present, active tense as if you are already there.
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