Who needs a mission statement anyway?
You’ve probably heard a lot of wishy-washy nonsense about company values and visions before. Understandably, you’ve probably also asked yourself “is a mission statement really that important?”
The truth is...yes, absolutely!
Let’s look at an example: You’re a small business owner away on a business trip. You’re locked down at a sales conference and completely uncontactable. Meanwhile, one of your team is facing a big issue that needs to be resolved by close of business! Sometimes inherent company culture isn’t enough to guide your employees actions. An explicit mission statement will assist.
So what should it contain? A strong mission statement should capture your business’s objectives, the products and services you offer, in a concise description. More importantly, it should explain the relationships with your customers, employees, suppliers, competitors and the community at large. All this...in about 20 words!
Sometimes it helps to take a look at what the Big Players are up to! Here are a few samples:
Ikea - to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Amazon - to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Sweet Telecom - to provide outstanding business telecoms experiences, enabling customers to concentrate on their passion whilst creating Sweet evangelist wherever we go.
When we made our mission statement we focused on our purpose. Why do we turn up to work everyday? To remove the telecom headaches from other small businesses. But more than that, we want to free up business owners to focus on their own purpose. Added to that, the fact creating evangelists is an absolute priority. Voila - we have all elements of our mission statement.