How to Write a Mission Statement

Summary

In this Whiteboard session, Erica Olsen explains how to create an impactful mission statement, a key component of any strategic plan. A mission statement answers the fundamental question: 'Why do we exist?' Olsen uses Google's mission as an example and outlines the essential qualities of a great mission: originality, timelessness, and the ability to connect with staff. She offers practical tips on drafting a memorable, concise statement and involving staff in the process to ensure its effectiveness. The goal is to create a mission statement that is both meaningful and memorable.

Takeaways

• 📝 Mission statements are foundational to any strategic plan and answer the question 'Why do we exist?'
• 🌍 A mission statement clearly defines what space a company operates in and what activities are in or out of scope.
• 🔄 Mission statements are different from vision statements; the former explains why the organization exists, while the latter explains where it is going.
• 🚀 A good mission statement includes present-tense action verbs, explains what the company does, for whom, and the benefit it provides.
• 💡 Google's mission statement is used as a great example: 'To organize the world's information and make it universally accessible and useful.'
• 🎯 A mission statement should be original, not copied from other organizations, and uniquely reflect the company's identity.
• ⏳ Mission statements should be foundational and sustain over time, with only minimal tweaks, if any.
• 👥 A successful mission statement connects with staff, providing a clear purpose that employees can align with daily.
• 📏 Mission statements should be short, concise, and memorable, ideally fitting on a T-shirt and resonating with staff.
• 🗳 To create a mission statement, gather input from staff, synthesize ideas into versions, and have a planning team or the organization vote on the final choice.

Q & A

What is the purpose of a mission statement in a strategic plan?

A mission statement is foundational to any strategic plan because it answers the question 'Why do we exist?' It clearly defines the organization's purpose, the space it operates in, and what is included or excluded from its operations.

When should a mission statement be developed during the strategic planning process?

A mission statement is typically developed after conducting a SWOT analysis and before delving into the rest of the planning process.

What is the key difference between a mission statement and a vision statement?

A mission statement defines the organization's purpose and current focus, while a vision statement outlines where the organization is headed in the future.

What example is used to illustrate a good mission statement, and why is it considered effective?

Google's mission statement is used as an example because it is clear, focused, and effective. It explains the action ('to organize'), the subject ('the world's information'), and the purpose ('to make information universally accessible and useful').

What are the key components of a mission statement according to the script?

The key components include: a verb in the present tense to describe the action, a clear explanation of what the organization does, who it serves, and the benefit or purpose of the organization’s existence.

What checklist is recommended for ensuring a good mission statement?

The checklist includes making sure the mission statement is original, foundational (it should not need frequent changes), connected with staff, and memorable. It should be concise enough to fit on a T-shirt, which helps with memorability.

Why is originality important in a mission statement?

Originality ensures that the mission statement reflects the unique identity and purpose of the organization, rather than borrowing from others. A unique mission statement makes it more authentic and aligned with the organization's values.

How can organizations ensure their mission statement connects with staff?

A great mission statement connects with staff when it expresses the reason they come to work every day. To achieve this, the mission statement must be clear, relatable, and memorable, allowing each staff member to understand and align with it.

What is a suggested litmus test for determining if a mission statement is memorable?

A mission statement is considered memorable if it can fit on a T-shirt and if staff would be proud to wear it. This ensures the mission is concise, clear, and impactful.

What is a simple process for developing a mission statement?

The recommended process involves gathering input from staff, synthesizing the information into a few versions of the mission statement, and then having either the planning team or the organization vote on the final version.