Have you ever thought about writing a mission statement but worried that you didn’t know where to start?
Writing a mission statement is not as complicated as it looks – a mission statement is simply a few lines about why your ideal customer should use your product or service. It should say exactly what problem your product or service solves, list the benefits to the consumer, and emphasise your point of difference from your competitors.
Plenty of businesses get by without ever having a mission statement to guide them. But an effective mission statement can be a really useful way to pull your team together and get them all working towards the same goal for your business. It tells everyone why you do what you do.
The four basic questions that your company’s mission statement must answer:
- What do we do?
- How do we do it?
- Whom do we do it for?
- What value are we bringing?
Creating a mission statement works best when you can get whole teams together to try to answer these questions because they will instinctively know your business. Ask your team, is the service or product you provide unique or do you have lots of competitors? Is the way you do it different? How do your company values influence the way you work? Who is your ideal customer and what benefit do they gain for you that they couldn’t get elsewhere?
Here are some mission statement from famous brands:
BBC – “To enrich people’s lives with programmes and services that inform, educate and entertain.”
Breaking that down, the BBC (1) create programmes (2) that inform, educate and entertain, (3) for people in general, (4) to enrich their lives.
Uber – “Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”
The Uber mission statement broken down: (1) Uber is evolving the way the world moves, (2) We make cities more accessible by seamlessly connecting riders to drivers through our apps, (3) for riders and drivers, (4) opening up more possibilities and business.
Now you get the idea, perhaps it’s time to create a mission statement of your own.
Sometimes you are too close to your business and need a sounding board or a wordsmith to craft your mission statement. We have experienced copywriters who can ask questions and help you get it right. Just give us a call.