Crafting Your Mission

A mission statement is a statement of the purpose of a company, organization, or individual. It provides a clear, concise, and inspiring direction for an entity and serves as a guide for decision-making and action. A well-crafted mission statement can be a powerful tool for aligning and inspiring people within an organization and for communicating the organization’s purpose to its stakeholders. In this article, we will discuss the key elements of a mission statement and provide guidance on how to craft the perfect mission statement for your organization.

1. Determine the purpose of your mission statement. Before you start crafting your mission statement, it is important to have a clear understanding of why you are creating it. Is it to communicate the purpose of your organization to your stakeholders? Is it to guide decision-making and action within your organization? Or, is it to explain the problem you solve for your customers? Having a clear understanding of the purpose of your mission statement will help you to focus your efforts and ensure that the statement is aligned with your goals. This is the ‘what’ of your mission.
2. Identify the core values and beliefs of your organization. The core values and beliefs of your organization should be reflected in your mission statement. These values and beliefs should be enduring and should guide the actions of your organization. Identifying your core values and beliefs will help ensure your mission statement is authentic and meaningful. It is part one of the ‘why’ of your mission?
3. Define your target audience. Who is your mission statement for? Is it for your employees, your customers, your shareholders, or some combination of these groups? Defining your target audience will help you to tailor your mission statement to meet the needs and expectations of your stakeholders. This is the ‘who’ of the mission.
4. Clearly articulate your purpose. Your mission statement should clearly articulate the purpose of your organization. Focus on the problem you solve. It should be something inspiring and worth solving. Your purpose should be inspiring and should describe how you and your team will live into your values. This is the second ‘why’ of the mission.
5. Make it concise and memorable. Your mission statement should be concise and memorable. This will make it easier for people to understand and remember, and will help to ensure that it has a lasting impact. Aim for a mission statement that is no longer than a single sentence or a few short phrases. The longer the statement, the less likely it is for anyone to remember. One example would be, “We help people become the leader they would follow.” TED has a mission of “Spread ideas.” A short statement can draw out each of the mentioned components. You don’t have to list your top 27 values and 33 actions in the statement.
6. Test it out. Once you have drafted your mission statement, it is important to test it out to see if it resonates with your target audience. You can do this by sharing it with a small group of employees or stakeholders and soliciting their feedback. This will help you to refine your mission statement and ensure that it accurately reflects the purpose and values of your organization.

A well-crafted mission statement can be a powerful tool for aligning and inspiring people within an organization and for communicating the organization’s purpose to its stakeholders. By following the steps outlined above, you can craft the perfect mission statement for your organization. Really take some time to build your mission in a way that it inspires leaders, employees, and potential customers.