“The mission of this business is to actualize customer service in concert with promoting world class products in a manner consistent with maximizing profit-generation.”
I teach about the Business Plan at a business education center’s 10 week class for new business owners. In it, I touch on the section about the mission of the business (and the mission statement.) The students have already covered the mission of their business in the course and I am just reviewing it at that point (in theory.) I say “in theory” because the reality is that most of them didn’t really figure out their mission or their mission statement.
When they read their mission statements (if they even did them), they say something like “the mission of this business is to make money — preferably lots of money.” Sure, they dress it up in a bit fancier words — although not as bad as the quote at the beginning of this article — but, in essence, that is what they are saying.
Frankly, most of my clients come up with something similar when we first work on it. This is primarily because they haven’t connected with the reason for having a mission/mission statement. Once they do, it changes significantly.
Why Have a Mission Statement?
What’s the reason for having a mission statement? As a (short) reminder to the business owner (and any employees) what the mission of the business is.
And why does it matter what the mission of the business is? Because the mission of the business is the whole reason you are in business to start with. (And if you are “only” in business to make money, you won’t last… and you can find better/faster ways to make it. Some of them aren’t legal or moral… but if your only goal is to make money, what does it matter?)
The vision and the values of your business are implied in your mission and mission statement. And those are part of what makes your business unique.
Remember the show Mission Impossible? “Your mission, should you choose to accept it, is….” In that show, the team was given an assignment to carry out … and it was a pretty tough one — impossible, in fact, at first glance. Yet, they always accomplished it. Why? Partly because it wasn’t just an assignment. It was important. There was value to the end result. It was a MISSION.
The same is true for our business. Once we discover why we are in business; how we make a difference; the value that we bring with our business; who we are meant to serve; and how we aim to achieve that, we have a mission.
Once we have our mission figured out, it is fairly simple to put it into a mission statement. And that mission/mission statement will guide our business and make a lot of hard decisions suddenly easy.
What’s your mission? And, does your mission statement reflect your mission? If you’d like to share your mission statement with us, all you have to do is use the comment box below. I’d love to know yours.
Don’t have a mission statement? Maybe you don’t even know your mission. If that’s the case, you’re probably working harder than you have to. You most likely aren’t as focused as you could be. Your business probably isn’t attracting as many ideal customers as it could. And your employees (if you have them) are probably not doing an optimal job for you. If you’d like to change all that, go ahead and contact me. I have a proven process to help you identify your mission and create a usable mission statement (NOT like the one at beginning of this article.)