Mission answers the question, “Why do we exist?” Remember three things as you develop or refine your mission statement.
Talking Points:
- It’s static. Your mission statement shouldn’t change very often. It’s a fundamental phrase that describes why you’re in business.
- It’s concise. Good mission statements are short and memorable. Create a statement that is as efficient as possible without sacrificing clarity.
- It’s marketable. The best mission statements are marketable both inside and outside the company. They clarify “the win” for every transaction.
Sample Mission Statements:
- Facebook: “Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
- American Express: “We work hard every day to make American Express the world’s most respected service brand.”
- Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
- JetBlue: “To inspire humanity – both in the air and on the ground.”
Discussion Questions:
- Initial reactions to this topic? What jumped out at you?
- If your company already has a mission statement, write it out. How familiar are your employees with it? What about your customers?
- Read the sample mission statements above. Which is your favorite, and why? Which is your least favorite?
- Write an “outward-facing” mission statement (for your customers). Then write it “inward-facing” (for your employees). Finally, try to create a hybrid statement that works for both audiences.
- Continue to brainstorm and journal on your mission statement and be prepared to finalize it at the end of this series.
