Mission, vision, and values are the three legs of a stool we call “culture.”  The leg we call “mission” is about purpose.  It answers the questions, “Why are we here?  What are we doing and why are we doing it?   Who are we trying to serve?”  Without a shared sense of mission, an organization is adrift, just floating along, taking us wherever the currents take us, with no energy, no passion, and no sense of urgency.

So how do we start drafting a “mission statement?”

In some cases, it’s a matter of brainstorming with the leaders of your organization to hammer out a few sentences (preferable only one sentence) that clearly state what we do, for whom we do it, and the problem(s) we intend to solve.  But if creative brainstorming isn’t your thing and you need a more basic, step-by-step approach, try the following.

For a simple mission statement, there are four parts:

    1                                                               2                                                                          3                                                  4

(I, We) (verb that describes what you do i.e., help, build, transport, train, etc.)(who do you do this for)(what problem do you solve for them)

So, a simple mission statement for a kitchen and bath remodeling company might look something like this:

We help busy Chicago-area homeowners who need to remodel a kitchen or bath, but are overwhelmed by the complexity of it and don’t know where to start.

1. We
2. Help
3. Who? busy Chicago-area homeowners who need to remodel a kitchen or bath
4. Problem? Overwhelmed by the complexity of it and don’t know where to start.

This formula-type approach may lead to a somewhat stiff, mechanical result, but at least it’s a start.  It gives you and your leaders something to tinker with until you get a result that feels right.

For more on “mission” and some examples of well-crafted mission statements, please continue reading below.

Outstanding organizations have one thing in common: an absolute sense of mission.

So why do we need a “mission statement?  Primarily for two reasons:

1. It gives the existing organization a unified, cohesive sense of purpose so that everyone is pulling in the same direction.
2. In our recruiting process, to use a Jim Collins metaphor, it helps us get the right people on the bus.  After all, the more the candidate knows about what we do, why we do it, and who we serve, the more both parties can make an informed decision as to whether or not the candidate will be a good “fit.”

 So let’s look at a few corporate mission statements that I believe are well done.  Whether you agree or disagree, they will be helpful to you as you craft your own.

Google: To organize the world’s information and make it universally accessible and useful.

Bristol-Myers Squibb:  To discover, develop and deliver innovative medicines that help patients prevail over serious diseases.

Conoco/Phillips:  To use our pioneering spirit to responsibly deliver energy to the world.

CSX Corporation:  To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence.

CVS Corporation:  To be the easiest pharmacy retailer for customers to use.

Darden Restaurants: (Red Lobster, Olive Garden, etc.)  To nourish and delight everyone we serve.

Dow Chemical Company:  To constantly improve what is essential to human progress by mastering science and technology.

Ford Motor Company:  We are a global family with a proud heritage, passionately committed to providing personal mobility for people around the world.

Levi Strauss & Company:  To market the most appealing and widely worn casual clothing anywhere. We will clothe the world.

Nike, Inc.:  To bring inspiration and innovation to every athlete in the world.

If you want more, simply Google on “corporate mission statements” and you’ll find a ton of them, but I think the above will at least get you thinking.  Personally, I have a bias toward:

• Short and sweet.  Some of the mission statements I’ve seen go on for paragraphs which I think is ridiculous.  If you’re truly in touch with your mission, you should be able to state it in one sentence . . . no more than two.
• Highly focused.  Some companies want to include everything in their mission statement . . .  Board of Directors, shareholders, employees, customers, vendors, history, core competencies, and more.  That’s too much.  Stick with the one thing that really resonates with you, i.e. Darden Restaurants’, “To nourish and delight everyone we serve.”  That says it all in a simple, straight-forward, unpretentious way, yet it also has some drama to it.

“Mission” is one of those things some companies (particularly smaller companies) have never thought much about and have never committed to in writing.  If you’re one of those, you should re-think the value of having a thoughtful, well-crafted mission statement.  It can get everyone moving in the same direction, and it can help you decide what sort of people you need to bring on board to effectively carry out your mission.

Andy Rockwood

Rock Solid Business Development
Phone: (847) 665-9134
andy@rocksolidbizdevelopment.com

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