Short statements have big impact on companies.
Twitter: To give everyone the power to create and share ideas and information instantly, without barriers.
Life is Good: To spread the power of optimism.
Microsoft: To enable people and businesses throughout the world to realize their full potential.
Mission statements of successful organizations like these pack a lot of meaning into a few words. They speak to a company’s values, and they send a clear message to employees and the public about the strategy that guides the organization. The best mission statements don’t simply aspire to lead the market; they underscore the reason that makes a company unique and why its future burns bright.
Having a clear mission is essential for companies to define who they are. It’s an anchoring ideology that keeps the daily grind of meeting targets and putting out fires from bogging them down in decisions that steer them off track from their founding goals. It’s also an underused way to improve organizational performance and profitability, and to keep a company’s culture aligned with its core purpose.
There is a lesson in the struggles of LEGO, an iconic toy brand for 60 years until the rise of the video game age convinced it to add complicated features to its products and dilute its brand by diversifying into children’s apparel, watches and theme parks. It was only after a new CEO got rid of business lines that didn’t support its mission, and improved designs and operations around the products that did, that LEGO ended its financial plummet and reclaimed its role as a leader in the children’s toy industry.
How exactly does a short statement have such big impact on a company?
- Missions drive direction. Think of your mission as a compass that keeps you pointed in the right direction. Once you define your company’s purpose, it’s easy to determine the goals you must achieve for success. And once those goals are set, you and your team can create a solid strategy to accomplish them. A mission is like the foundation of a house: once it is laid strongly in place, you can build the rest of your business from the ground up and feel confident it can weather the ever-changing business climate that surrounds it.
- Missions keep your eyes on the prize. The simplicity of a mission statement forces business owners to focus on the most critical part of their company’s purpose. Although missions establish a strong foundation, they are never just a beginning. Smart business owners display their mission statement in the office to remind their staff why the company exists. Once your mission becomes second nature to you and your team, it will influence every decision and customer interaction. Remembering the mission can also refocus a team that has been pulled in too many directions.
- Missions set boundaries. A clear mission offers a framework for decision-making. It is like the guardrails along a path that keep a company from wandering off in the wrong direction. That’s not to say all change is bad – of course it isn’t. But a clear directive keeps companies focused only on changes that will help it accomplish its mission.
- Missions create consistency. Rapid growth has caused too many companies to lose sight of their focus and their culture. A clear sense of what matters will ensure that every component of your company has the same priorities. This clarity inspires conviction and offers a guideline for making important decisions in every department.
- Missions influence company culture. Clear missions inspire loyalty by making employees feel good about belonging to a company with similar values. They determine how organizations should behave, and they influence the way employees perform their jobs. By clearly explaining the company’s purpose, missions remove some of the uncertainty from new roles because employees understand what is expected of them. They also serve as a recruiting and retention tool by attracting employees with similar values.
- Missions can be measured. Once you know your company’s direction, it will be easy to assess if you are still on the right track. For example, if your mission is to provide exemplary service to your customers, then make sure you have clearly defined what that means and have the right employees and procedures in place. Survey your customer base to see if they rate your service as exemplary. If not, listen to their feedback and make changes that help you achieve that goal.
- Missions send a strong message to the public. Your mission statement is the image you present to the world. It lets consumers see your passion for what you do, and to understand why your company is uniquely qualified to meet their needs. By clearly stating who you are, what you believe in, what you produce and who you serve, a carefully crafted mission will help you find your ideal customer base. This is your chance to inspire loyalty by showing the public that your goal is not just to create a great product, but to ultimately make their lives better.
No Boundaries has been helping businesses like yours grow and thrive for over 25 years. Contact us today to find out how our expert staff can help you determine the right direction for your company.
