Why Your Company Mission Statement Matters
A very concise definition of a mission statement is it defines your organization's existence--what your company stands for and the benefits the business provides to its various stakeholders. A mission statement to a certain extent personifies your company and makes it real.
A Mission Statement Matters
Mission statements are frequently displayed in large businesses for all to see. But what about a small business? Don't small businesses also need mission statements? Can a mission statement help a small business achieve its goals? The answer is a clear and emphatic yes!
Consider the following five points to make your business's mission statement powerful, meaningful, and effective:
- Mission statements must be 'lived.' A mission statement that is prepared, read by employees (maybe, one time only), and filed away never to be looked at again serves no purpose. Mission statements must be “lived” by everyone in a business–both small businesses and large global enterprises. Every employee–top down and bottom up–should practically have the mission statement memorized. Any employee should be able to almost recite it without having to give much thought to what it contains.
- Employees must understand it. It's one thing to have a written mission statement; it's another thing for employees to understand it and know how their individual jobs contribute to achieving the mission of the business. Owners and managers must exhibit their commitment, as well, by continuously demonstrating that they too “live” the mission statement. You must validate to employees that everyone's individual actions positively affects the business's overall performance.
- Mission statements should be displayed for employees. Your business's mission statement should be prominently displayed for employees to see all the time. Being on display keeps employees on track and thinking every day about the vital role they play in helping the business achieve its goals and objectives. A mission statement displayed only in a reception area or in the owner’s office is not nearly as effective as displaying a mission statement in areas where employees normally gather: work areas, break rooms, conference rooms, warehouse, manufacturing floor, etc. If employees are expected to "live" the mission statement, then displaying the mission statement is a constant reminder of their “mission.”
- You want your customers see it. When customers, one of your business's most important stakeholders, see a mission statement prominently displayed, it lets them know what your business is trying to achieve. A mission statement that is properly crafted advises customers what the business intends to do for them--this is what customers want to know. It might be delivering a certain type of product or service, or offering undisputed quality or a particular level of pricing–whatever it is that your business seeks to provide to your customers. Customers then know what to expect for the money they spend.
- Include your mission statement in marketing materials. With so much business being conducted electronically, many customers will never walk inside a business to see a displayed mission statement; therefore, mission statements should be included when possible in your marketing materials. These include websites, flyers, direct mail, and any other form of marketing your business might use. Marketing must direct its message to appeal to customers' needs and desires. Mission statements included in a marketing message can assist in delivering the desired message.
A Constant Reminder
A displayed mission statement constantly reminds employees what is expected of them and what should be delivered to customers, and also reminds customers what they should expect. When expectations are established and met, a business achieves its goals and, ultimately, customers become satisfied--satisfied customers return.
"Living" a mission statement is not comparing it to end of quarter results, but rather ensuring that your business's mission is met at the end of each day.
