Designing A Mission Statement


How An Effective Mission Statement Can Shape Your Business

A mission statement defines organizations, setting a framework for goals and purpose amongst company employees. Brief but important, mission statements tell the world why a business exists. 

The typical mission statement attempts to describe the current state of an organization, along with its goals. In contrast to a vision statement, which details the future of an organization, mission statements establish a short-term directional guide for a business. Serving as a template for decision making, a mission statement keeps company actions aligned with company values, serving as a tool of strategic planning as an organization moves toward its perceived goals. 

With a unifying direction of business, companies and organizations can ensure their staff feel comfortable in the workplace. A clear and purposeful mission statement is able to attract and connect employees, directly benefiting diversity, equity and inclusion in the office. As Cockerham and Associates strives to help your organization meet its unique needs, consider the importance of crafting a mission statement. 

Key Pieces of a Mission Statement

An effective mission statement foremost describes what a business does. This could include what your business wants for its products, its customers or its employees. 

A mission statement must also describe how business goals are achieved. This normally requires mentioning values that your business holds in high regards, such as encouraging innovation or providing superior customer service. 

Lastly, an effective mission statement should include why your business functions. This part of a mission statement can encompass factors such as for whom products and services are being produced, and the main reason you started your business. 

Analyzing Examples

Goodwill, for example, states the following as their mission: 

“Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.” 

In just a sentence, Goodwill covers all general aspects of what it hopes to accomplish. 

  • What does the organization want? To increase quality of life. 
  • How will this be achieved? Through strengthening communities, elimining opportunity barriers, and helping people. 
  • Why does Goodwill exist? To serve those in need, promoting learning and work ethic. 

While larger companies tend to have shorter, more vague mission statements, it’s entirely acceptable to have a lengthier mission than the example previously referenced. Typically, a mission statement can range anywhere from one sentence to four, with minimal wording. 

Yet, it’s important to remember that there is no specific template for designing a mission statement. Rather, it’s more important to tailor a mission statement to a business’ individual goals and values. 

Why Your Mission Statement Matters

Mission statements not only define an organization, but also significantly impact the employees and clientele that are a part of making your business run. By identifying a clear purpose of work, businesses can provide their staff with an increased sense of identity and consequently, an increased work ethic. 

Research has suggested that nearly 73% of employees at labeled “purpose-driven companies” display regular engagement, as opposed to the 23% of employees sampled from less-purposed companies. Employee engagement is often extremely beneficial, facilitating greater workplace productivity and general positivity. 

Furthermore, if employees support a businesses’ mission statement, there is a greater chance that the company’s goals are enthusiastically shared with customers. This strengthening of client relationships, in accordance with an organization’s goals and values, is good for business and reminds consumers of why your organization deserves their attention. 

Getting Started With Your Mission Statement

Crating a mission statement is a key part of defining your business. By publicly developing a framework for an organization’s purpose and goals, employee engagement can be boosted, along with improved clientele perception. Developing a suitable mission statement will contribute to furthering your business, while also maintaining a focus on unique, positive company values. 

Doing so can also greatly benefit employee connectivity. By providing a unified moral message and business directive, employee diversity, equity and inclusion can be heightened. Cockerham and Associates is here to address the individual needs of your organization – contact us to hear how our firm can move your business forward.

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