An effective mission statement can explain thoroughly and concisely what a company's purpose is. Most effective mission statements sum up a company's target market, the products or services provided by the company and any moral beliefs it wishes to advocate. When a company composes its official mission, its goals are essentially narrowed down into a succinct statement detailing the definitive mission of the company.
Many effective mission statements comprise components such as values, vision, and purpose. The company's culture, management style and necessary public perception will all help to nurture a mission statement. The guiding thinking behind creating an effective mission statement is how both a stranger to the company as well as an employee can gain some guidance from the mission statement.
Things You Will NeedA company's values, vision, and purpose
Whom does the Mission Statement Address?
There are different uses and types of mission statements. Some companies utilize their mission statement as publicity tools while others use their mission statements to direct management decisions. Needless to say, there are some companies who build mission statements for the one and only function of window dressing, compliance and improving the company's image in the public's eyes. The imperative item about creating effective mission statements is to locate the reason why the mission statement is created in the first place. Who is it intended for and whom does it address?
Examples of Strong Mission Statements
Draw examples from the big companies out there. Some of the best and biggest companies in the world provide great examples of effective mission statements. Proctor and Gamble's Mission statement as taken from its website is as follows.
"We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper."
The audience for this specific mission statement is very thoroughly the consumer, largely because Proctor and Gamble is a consumer goods company.
The values here are stated thoroughly: quality, growth, prosperity, and financial returns. These words were obviously carefully chosen by those who crafted this mission statement.
Tips & Warnings
How long should the Mission Statement be?
Should a company's mission statement be a one liner or made up of several lines and how specific should it be? Eventually, it does not matter how long or how short the mission statement is. An effective mission statement should augment the values of the company and the vision should be implied or justifiably stated. If this can be achieved in one line, it will be best.