REALLY … How Important Is A Mission Statement?
October 15, 2019
Our Mission Statement … taking the heart, the soul, the very essence of your business and sharing that vision with the world.
We have it on our business cards, our website, and there are times that it shows up when someone asks “So, what does Viral Essence do?”
A mission statement is used by a company to explain, in simple and concise terms, its purpose for being. It’s not simply a description of an organization by an external party, but an expression, made by its leaders, of their desires and intent for the organization. The purpose of a mission statement is to communicate the organization’s purpose and direction to its employees, customers, vendors, and other stakeholders.
Without exception, determining a good, solid mission statement is one of the first things we talk about with our clients when we are developing their strategy. Sometimes we get asked ‘How important is it, really? Are there any benefits to having a mission statement or is it just corporate blah blah?”
It’s easy to be skeptical about the real value of mission statements. After all, most companies have one, and they all say the right things about management’s deep concern for customers, employees, shareholders, communities and even planet Earth.
So how likely is it that your mission statement comes to mind when you’re in the daily grind to meet aggressive business targets, respond to competitive threats and deal with uncooperative colleagues, pesky customers, new hires, and difficult business partners?Not likely, because it’s easy to get bogged down in a never-ending series of management decisions far removed from the founding principles of your company.
And that’s the very reason it’s important to have a Mission Statement that communicates your company’s purpose and direction.
One of the areas where your mission statement is of great value is when you’re looking for new hires. Using your mission statement to determine the type of people you want … and don’t want … provides clarity so that you know that person when you see them and you know they fit. Conversely, employees inspired by seeing a clear direction forward, can better align their full energies and resources to achieving progress. You want a mission statement that will embody the hopes and dreams of the leaders and the employees that are hired by the organization.
Just as a strong brand makes selling easier, a strong purpose helps attract people, employees, and customers to your cause. Our mission statement tells us what we’re doing today that will take us where we want to go tomorrow.
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