Mission Impossible? How to Write a Business Mission Statement

Objective:

The learner will go through a series of exercises that will enable them to develop a clear understanding of what a mission statement is, and to write one for their business.

Overview:

• This exercise can be conducted in isolation by the learner with a workbook, by working through the exercise with a business advisor, or in a group setting where an ideal example is formulated and then the learner transfers the learning and applies to their own business plan.
• There is a series of exercises with some context to run through first which will enable the learner to understand and write their own mission statement.

Activity:

Mission Statements are difficult to write - they should be short, clear, vivid, inspiring and concise without using jargon, complicated words or concepts. They are included in documents such as Business Plans and Staff Handbooks. Successful Mission Statements are memorable and engaging. A combination of both a company's mission and a company's vision of the future may be included in a Mission Statement.

No wonder Mission Statements are hard to write!

Definition of a Mission

A mission is defined as 'Purpose, reason for being'. Defined simply "Who we are and what we do".

What are Mission Statements? What is the Definition?

A good definition for a Mission Statement is a sentence or short paragraph which is written by a company or business which reflects its core purpose, identity, values and principle business aims. It therefore contains important information about a company in a nutshell. This should include the company mission (what the company does, its products, its services and its customers) and can include its vision (the future plans with aims and objectives).

How long are Mission Statements?

A good example is just one sentence or a short paragraph consisting of between two and four sentences.

Your mission is a statement that describes the nature of your business.

It will state clearly: The reason why the business exists. The standards or ethics the business has details of what the business is about (its key features). The mission statement will determine how others see the business, including customers and competitors.

e.g.

The Women's Organisation:

“The Women's Organisation is an innovative women’s organisation that provides quality enterprise and employment services and influences policy in order to improve the economic position of women.”

If doing this in a group setting, the learners could be given some example businesses to work with, or famous alternatively, some famous brands. The learners could be given a global brand and asked to develop a mission statement for them and then compare what they come up with, with the actual mission.

Skill Development:

• If working alone, the learner could use the guidance to develop the exercise and then re-group with the business advisor to discuss.
• If doing in a group exercise, they could develop ideas as a team and then feedback to the rest of the group.

Resources:

• Flip Chart, Pens
• Case Studies if using case studies
• Famous brand info if using this element.

References:

• Internet article: 9 of the worst mission statements of all time: http://www.inc.com/minda-zetlin/9-worst-mission-statements-all-time.html
• Internet article: inspiring mission statements: http://blog.hubspot.com/marketing/inspiring-company-mission-statements