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Effective Mission Statement

Many business plans include a mission statement. Most of these statements are simple company overviews with unclear generalizations about customer or market base. Instead of explaining the mission, they try to summarize the products and services.
To be very effective, a mission statement needs to clarify the business intention while being meaningful and inspirational to employees and customers. Successful mission statement takes time, but when they are developed, they provide clear purpose and direction.
Following tips help you to create a successful mission statement.:
• A mission statement should have a sense of long term vision of the company and for what your company stands for its employees and stakeholders as well as external retailers, community, and customers. Your mission statement should reflect your company’s priorities and should have a message that shows an important part of your company’s culture.
• Four key elements are found in effective statements. These are value, inspiration, specificity, and plausibility. Explaining in short sentences, you should convey your company’s value or why your product exists, encourage and inspire your employees, sound plausible, and be relevant and specific.
• For an effective mission statement, ask some important questions:
o Employees: What they expect from your company?
o Values: What values are important? What morals and beliefs are important? How they are applied in the work environment? Does a particular standard defines you? What are your founding principles? What about your aspirations?
o Customers: What are they and what you are doing to give them comfort?
o Does a particular standard defines you?
o Community: What steps you are taking for the betterment of your community?
o Culture: what is the unique in your company’s culture?
• Your mission statement should be in the present instead of future events. It should explain who you are and what are your priorities. It should convey the message timely and clearly. It is not about your future, it is about “now”.
• A mission statement should summarize your company’s position internally/ externally. Revise your mission statement until you are able to make the things as clear and quick as possible. Try to concise the mission in just one or two sentences. It should be more effective and memorable. State the company’s purpose in short.
• Your entire team should develop the mission statement and view of all must be taken into consideration. Doing so, you will get a better and comprehensive statement. Your employees will be more invested because they helped in its creation.
• Mission statements are created not only once. When your company evolves, the statement should be revised. This is the overall sense of your company’ identity and should be maintained and referred constantly. Not company remains exactly the same.
A successful mission statement defines the aspirations and personality of a company. Some examples of an effective mission statements are:
• Google: “To organize the world’s information and make it universally accessible and useful.”
• Coca Cola: “to refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”
• Southwest Airlines: “We are dedicated to the highest level of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”
• Harley Davidson: “We fulfill dreams through the experiences of motorcycling”.
If you create a successful and effective mission statement, you may communicate your priorities easily to future employees, investors, customers, and retailers. You may also be able to inspire the stakeholders.

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About Maryum Afzal

Maryum Afzal

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