How we change what others think, feel, believe and do

Mission Statement

Disciplines > Leadership > Strategy > Mission Statement

Description | Example | Discussion | See also

Description

A Mission Statement for an organization describes what it seeks to provide for its stakeholders. These may include investors, customers, employees, partners and society.

The company mission does not change very often although it may be refined from time to time. It provides the framework within which vision and strategy are created.

Example

We make big movies that push the boundaries of what can be done on the big screen and which amaze and entertain English-speaking audiences around the world.

To deliver event management with flair, creating occasions that our customers consider good value and which their customers consider to be highly enjoyable. We do this with employees who enjoy working with us and who love working to make others happy. We grow in a sustainable way, protecting our owners investments whilst providing them with a fair return.

Discussion

The term 'mission' is associated with religious missionaries, and this can be a good metaphor for the idea of the mission.

As with other motivational statements, it must motivate. A cookie-cutter, 'same as other companies' statement will be unlikely to do this. An inspiring, passionate statement of what you really care about and how you are different from others will be more likely to enthuse your audience.

Some mission statements are quite short. Others may be longer. One approach is as a set of statement, each directed at different stakeholders. Others talk about ethics, products, society, etc.

The implication of knowing what you will deliver to customers is that you know who they are. The mission statement hence indicates the target markets. This is a typical part of the statement that may change with time, as new markets are entered and old ones left behind.

A danger of ambition or lack of focus in a company is that it tries to be all things to all people, delivering all kinds of products and services to a wide range of customers. The mission statement can help bring order to this.

It is critical for competitiveness that companies focus on providing products and services where they can excel for customers they understand well. The mission statement can provide this focus.

See also

Vision Statement