| mission statement noun [C]
a short written description of the aims of a business, charity, Government department or public organisation Whether your company is big or small, whether you are starting a business or growing your business, you do need a mission statement. The whole point of a statement is the thought process that you will go through in creating it. Forming a mission statement forces you to question yourself and the company, and formulate a vision of what your business is. The mission statement encapsulates your strategy. Where are you going? How are you going to get there? Your mission statement is the answer to those two questions. Therefore a mission statement will describe the purpose of the company and how you are going to fulfil that purpose. The trick is to avoid a generic mission statement that any business could have, such as, "To put the customer first and provide an excellent service". Which company doesn't intend to put the customer first and provide an excellent service? At the same time, you do need to create the big idea within your statement, even if your business is making sandwiches and subs... "To make the best sandwiches in Richmond and to sell more than all my competitors combined." Here are some mission statement examples from some well-known brands: Wal-Mart
"To give ordinary folk the chance to buy the same thing as rich people" London Metropolitan University
"London Metropolitan University aims to provide education and training which will help students to achieve their potential and London to succeed as a world city. It is and will continue to be the major provider of business and vocational education for the City and north and east London. The University recognises and celebrates London as a dynamic and diverse city, but also one that contains poverty and discrimination, which the University must confront and combat." Levi-Strauss
"We will market the most appealing and widely worn casual clothing in the world. We will clothe the world" 3M
"To solve unsolved problems innovatively"
Quick Tips: - You need to state who you are/who your company is, what you do, what you want to be and why
- Everyone involved with your organisation should have some input into the mission statement
- Look at other companies for inspiraton but beware of copying – the statement should be about your company not someone else's
- Make sure you believe in your own statement. If you do not, your customers will soon pick up on your lie
- The most effective mission statements are usually around three or four lines
- Try not to state the obvious or boast about how great your company is
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