A mission statement is something you create to tell the world why you’re in business. It includes your purpose, how, and why you make it happen. A mission statement is different from a vision statement. Whereas a vision statement describes the desired future of the company, a mission statement encapsulates its goals, values, and purpose.
Some big time companies that have inspiring mission statements include Patagonia, American Express, and SweetGreen.
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” – Patagonia
“We work hard every day to make American Express the world’s most respected service brand.” – American Express
“To inspire healthier communities by connecting people to real food.” – SweetGreen
Writing a mission statement is done in three steps. Keeping the steps simple and concise will help your target understand who you are. It’s important to tell the truth and explain in laymen terms. The three steps to creating your company’s mission statement are as follows.
Describe what your company does.
Consolidate what your company does into a few words. You might sell computer software, train athletes, perform accounting services, or run a bakery. Make this part very simple.
Describe how your company does it.
Make sure you don’t ramble on into logistics for this part. “How” you do it doesn’t include your technical operations. Instead, describe how your core values relate to your end product. Patagonia’s “how” is “cause no unnecessary harm”. This describes their value of the conservation of nature. American Express describes their “how” by working hard everyday. SweetGreen accomplishes their goals by “connecting people to real food”.
Why does your company do it?
This part will make your statement unique from competitors mission statements. You want this to resonate with your target consumer. American Express is driven to be the world’s most respected service brand. Patagonia wishes to inspire solutions to the environmental crisis. SweetGreen wants to inspire healthier communities.
Mission statements can sometimes go overlooked. They are however a very important part of your business plan. Providing a clear message to consumers through a mission statement is an easy way to spread your purpose.