“To be Earth’s most customer-centric company in the world, where people can find and discover anything they want to buy online, and endeavours to offer its customers the lowest possible prices.”
This is the mission statement of Amazon – one of the most successful online companies of the 21st century. Expressing your company’s statement of purpose in a single sentence is referred to as a ‘mission statement’. The success of Amazon can be contributed to various factors -- one of them being that the company’s founders have tremendous clarity about the purpose of their company, which is aptly embodied in their mission statement.
A mission statement should be the sheet anchor of your business and determine its core philosophy and facets. Another good example is Starbuck’s mission statement.In the past four decades, Starbucks has revolutionised the concept of a neighbourhood coffee shop and has stayed true to its credo–“To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.”
Creating an effective mission statement that your team members will adopt and customers will appreciate, requires skill. Here are some factors to keep in mind while drafting a mission statement.
- Mission statement as a valuable reminder of the company core strategy & long-term objectives
A mission statement must be a guiding post for the company. It should be relevant even as the company grows over the years. It is often observed that companies, which have a core purpose that remains unchanged, seldom lose their way or veer off course. The eBay mission statement encompasses the main purpose of the company and it remains relevant even today.
“Ebay: Provide a global trading platform where practically anyone can trade practically anything.”
- Mission statement that defines goals for employees, owners & customers
A good business is one, which produces a product or service that delights the customer. A business exists to inspire and motivate its employees. A business also exists so that the owners can make a profit and flourish.
A good mission statement will keep all these three segments in mind. The Intel mission statement is a good example of one that refers to the goals for customers, employees and owners.
“Intel: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.”
- Mission statement that inspires
While it isvital to make your mission credible and achievable, it is also crucial to make it inspirational. This facet can encourage your employees to make efforts towards your objective. The Nike mission statement goes beyond just the manufacturing of athletic goods and highlights the importance of innovation and inspiration in the field of sports.
“Nike: To bring inspiration and innovation to every athlete in the world.”
- Mission statement must be concise
Sometimes the most effective message can be conveyed in a few words. When drafting your mission statement, try to be as succinct as possible. A good idea is to write your mission statement and then try and bring out the gist in as few words. This will help you as an owner to get a sharp understanding of your goals and convey with clarity your objectives to clients and employees. The Chevron mission statement highlights the three main areas that the company would like to be a world leader in one short sentence.
“Chevron: To be the global energy company most admired for its people, partnership, and performance.”
When you live by your mission statement, then spectacular things begin to happen. Your dream customers, clients and employees very naturally gravitate towards you.This is because your business is in perfect harmony with your vision. An effective mission statement can serve as a reminder for why you founded your business and a guidepost for years to come.
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