What is a Mission Statement?

Summary

This video script introduces the concept of a mission statement, explaining its importance for organizations of all sizes. It defines a mission statement as a concise job description that clarifies an organization's purpose, target audience, and approach to achieving its goals. The script provides examples from various organizations, such as Heifer International, Tesla, and Khan Academy, to illustrate how mission statements answer the questions of 'why,' 'who,' and 'how.' It also encourages viewers to reflect on their own mission, considering their purpose, audience, and unique methods of operation.

Takeaways

• 📝 A mission statement is a concise declaration of an organization's purpose, assignment, or job.
• 🎯 It is usually a single sentence or short paragraph that clarifies the day-to-day business and what the organization is about.
• 💡 The mission statement serves as an inspirational job description for the entire organization.
• 🤔 Most mission statements answer three key questions: why the organization exists (its purpose), who it serves, and how it accomplishes its goals.
• 🌟 Examples include Heifer International's mission to end hunger and poverty, and Tesla's mission to accelerate the world's transition to sustainable energy.
• 👥 The 'who' in a mission statement identifies the target audience or community the organization aims to help.
• 🛣 The 'how' explains the organization's basic method, strategy, or distinctive approach to doing business.
• 🔍 Not all mission statements explicitly state the 'how'; some provide a concise statement and elaborate in other parts of their communication.
• 📝 Drafting a mission statement involves identifying the organization's 'why', 'who', and 'how', and shaping them into a clear and concise sentence.
• 📚 This video is the first in a three-part series that will also cover vision statements and organizational values.
• ⏰ The series will release one video per week, with links to all parts provided in the description once posted.

Q & A

What is the main purpose of a mission statement?

A mission statement declares an organization's purpose, assignment, or job that it is setting out to do. It is a concise job description for the entire organization, usually worded with an inspirational flair.

What are the three key components that most mission statements answer?

Most mission statements answer the questions of why, who, and how. They explain the organization's purpose, the target audience it serves, and the method or strategy it uses to accomplish its work.

Why is it important to understand the 'why' of an organization?

Understanding the 'why' clarifies the organization's purpose, the problem it aims to solve, and the motivation that drives the enterprise. It helps to define the intended benefit or contribution the organization makes.

Can you provide an example of a mission statement that clearly states its 'why'?

Heifer International's mission statement is a clear example: 'The mission of Heifer International is to end hunger and poverty while caring for the Earth.' Their 'why' or purpose is to end hunger and poverty.

How does the 'who' component of a mission statement help an organization?

The 'who' component identifies the clients, customers, or community the organization is trying to help. It helps to define the target audience and market, which can be specific or broad depending on the organization's scale.

What is the significance of the 'how' in a mission statement?

The 'how' explains the basic method or strategy the organization uses to do business. It outlines the distinctive approach that sets the organization apart and helps to accomplish its work.

Can you give an example of a mission statement that highlights its 'how'?

Khan Academy's mission statement includes its 'how': 'to provide a free world-class education for anyone, anywhere.' Their approach to online education is making it freely accessible to students.

What is the recommended length for a mission statement?

A mission statement is usually a single sentence or a very short paragraph for clarity. It should be concise enough to be easily understood and remembered.

How can an organization's mission statement be used practically?

An organization's mission statement can be used as a guide for decision-making, a tool for communication, and a reference point to ensure that all activities align with the organization's core purpose.

What is the relationship between a mission statement and a vision statement?

While a mission statement declares the organization's purpose and current focus, a vision statement looks to the future and describes the ideal state the organization aims to achieve or create.

Why is it beneficial to have both a mission statement and a vision statement?

Having both a mission statement and a vision statement provides a comprehensive framework for an organization. The mission statement focuses on the present purpose and activities, while the vision statement inspires and guides towards long-term goals and aspirations.