Creating good team mission statements is crucial to the success of your organization. While your mission statement should have been created from the time the organization is formed, you still can take a look at it and improve on it from time to time.
What Should You Look Out For?
What should you look out for in creating a mission statement? Most team mission statements you read may be too long, too complex, too high-sounding and eventually relegated to just a plaque on the wall that customers will read once and forget.
Here are some key qualities of a good mission statement:
- Clear and concise language. Keep complex vocabulary to the fiction novels.
- In a single sentence. As much as possible, keep it short and sweet so that it is easy to remember.
- Clear, actionable words. When a staff reads it, they are clear about what the company is and what it stands for.
If you cannot do the above for your organization, it simply means that you are unclear yourself about the mission of your organization. Spend some time clarifying with key decision makers and owners of the organization about the mission, and then attempt to summarize it in a single sentence if possible.
Here are some examples of good, clear mission statements:
Examples of Mission Statements
This one is the mission statement of Coke:
- To refresh the world in body, mind and spirit.
- To inspire moments of optimism through our brands and our actions.
- To create value and make a difference everywhere we engage.
Here’s the mission statement of Apple Inc.:
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.
Like Ben & Jerry’s:
Our aim is to make the best possible ice cream, in the nicest possible way.
One more example, my church City Harvest:
To build a church with a strong spiritual atmosphere of faith and purity, where every member is released into ministry, discipled in the Great Commandment to obey the Great Commission.
Notice that mission statement always consist of these elements:
- Their value proposition – What is the value they are adding?
- Their target market – Who are the people they are targeting.
- Their channels/methods – How do they intend to go about achieving that value proposition to the target market.
You can use these three components to create a team mission statement as well.
Ultimately, a mission statement is meant to communicate the purpose of existence of your organization to your employees and staff. If it inspires and motivates the staff constantly to continually achieve it, then it would have fulfilled its purpose.
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