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The mission statement
Short and sweet, a mission statement sums up the core of who your company is and why it exists. They are typically succinct, only a sentence or two. They are inspiring and not boring.
When done right, the company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction.
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Mission vs Vision Statement
A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.
Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.
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Why have a mission Statement
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.
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How to get to the magical Mission Statement
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.
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Cool Mission Statements
- 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
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CURATED BY
Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
Working on updating the mission statement for Deepstash. Do you have any ideas that can inspire us?
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