How to Create a Company's Mission Statement: Tips and Examples

What is a company's mission statement, and why do they have them? A company's mission statement is a short sentence or paragraph that defines what the company does. It tells customers what to expect from the products and services offered by the business. In addition, it can help employees understand what goals they are trying to achieve at work each day. Companies typically have one because it helps with growth strategies and marketing efforts.


A good example of a successful company's mission statement would be Nike Inc.'s "To bring inspiration and innovation to every athlete in the world." They want to inspire athletes all over the world with their innovative products so that they can improve performance on the field or court!


1. What is a mission statement, and why do companies have them?


a. A company's mission statement is a short sentence or paragraph that defines what the company does. It tells customers what to expect from the products and services offered by the business. In addition, it can help employees understand what goals they are trying to achieve at work each day. Companies typically have one because it helps with growth strategies and marketing efforts.


b. What is a mission statement? -A mission statement describes why your business exists and what you hope to accomplish in order to serve your community/customers better than anyone else! Why do companies have them?-It helps with growth strategies and marketing efforts (includes examples of specific benefits).


2. How to create your own company's mission statement


a. Make sure it is concise and easy to remember/understand


b. Avoid jargon (be clear and straightforward)


c. Ensure that everyone in the company can support it, understand it, contribute ideas for new missions statements as time goes on


d. Use 'SMART' criteria when developing your mission statement: Specific, Measurable, Action-oriented or Achievable, Relevant or Results-Oriented & Time Bound


e. Include what makes you unique! Are there specific values you want to convey? Why are they important to your business model? How do these things help serve customers better than anyone else? Be creative with this step! Don't be afraid of investing some time into brainstorming ideas


f. Develop a mission statement that will align employees, customers and other stakeholders to your goals


g. If you are struggling, take inspiration from successful companies! The Nike Inc.'s "To bring inspiration and innovation to every athlete in the world" is an excellent example of what it should look like (includes benefits).


3. Examples of successful companies' mission statements


a. Nike Inc.'s "To bring inspiration and innovation to every athlete in the world."


b. Google's: "Organize the world’s information and make it universally accessible and useful" (includes benefits)


c. Disney's: “We create happiness by providing stories, characters and experiences that aspire to be universal and matter to everyone who watches them” (include examples of their products like movies or retail stores).


d. Target Corp.: "Expect More. Pay Less." (Includes specific benefit for customers--low prices.)


e. Apple Computer Co.'s: “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store.” (Includes specific product benefits)


f. Southwest Airlines: "dedicated to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit."


4. Why you should consider creating a company's mission statement


a. Helps you define the kind of company that you are/want to be


b. It can help with growth strategies and marketing efforts


c. Can provide motivation for employees by showing them why they work at your company (if it is clear)


d. You have a voice in how the business operates, even if you aren't an owner or manager!


e. Motivates everyone to contribute their best ideas so that the mission statement is always relevant, up-to-date and accurate--no matter what stage your organization's development may be in (includes examples of specific benefits).


f .Investing time into developing one helps create a sense of community throughout your workplace! By including everyone's opinions, you are making everyone invested in your company's success.


g. It can help to attract new customers who share the same values as your business (include examples of specific benefits).


5. Tips for writing your own company's mission statement


a. Make sure it is concise and easy to remember/understand


b. Avoid jargon (be clear and straightforward)


c. Ensure that everyone in the company can support, understand and contribute ideas for new missions statements as time goes on


d. Use 'SMART' criteria when developing your mission statement: Specific, Measurable, Action-oriented or Achievable, Relevant or Results-Oriented & Time Bound


e. Include what makes you unique! Are there specific values you want to convey? Why are they important to your business model? How do these things help serve customers better than anyone else? Be creative with this step! Don't be afraid of investing some time into brainstorming ideas


6. Examples of good and bad company missions statements


a. Good: "To help and protect people in need" (includes specific benefit to customers)


b. Bad: "We will do our best." This is too vague--it's not clear what the company does or who it helps! Who are they trying to reach? What makes them stand out from other companies? Why should someone buy their product or service instead of a competitor's?? Be specific about your values/ideals when writing one so that you can convey why your business model matters for everyone involved .


c. Good: “to create an environment where we inspire each other to grow, innovate and win” (includes benefits and value statement).


d. Bad: “we strive to be the best”


e. Good: “to help customers save money, time and effort throughout their lives with our products by constantly innovating better ways to do things” (includes specific product benefits)


f. Bad: “we are the best at what we do because of our vision for excellence in all aspects of business" makes it too vague--what does "business" include? Why should someone buy from you instead of a competitor?? Be specific about your values/ideals when writing one so that you can convey why your business model matters for everyone involved .



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