Better Sales: A 2020 study found that if consumers think a company has a strong purpose, they are:

• 4x more likely to purchase from the company
• 4.5x more likely to recommend the company to family and friends
• 6x more likely to defend the company in the wake of public criticism

Happier & More Productive Employees: According to Gallup poll, Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. 

Brainstorm as a team and discuss based on a few questions. Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

Once you have one (or more versions of the) mission statement run it check it against these criteria:

• Plausibility: make sure it ties back to your everyday business operations.
• Readability: No corporate speak or jargon.
• Voice: Use language that is active and compelling.

• Starbucks: Inspire and nurture the human spirit – one person, one cup & one neighborhood at a time.
• Microsoft: To empower every person and every organization on the planet to achieve more.
• Square: Everyone should be able to participate and thrive in the economy
• Pinterest: Bring everyone the inspiration to create a life they love
• Target: Help all families discover the joy of everyday life
• Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable & low-cost air travel
• Google: Organize the world’s information and make it universally accessible & useful