Examples of Company Missions

Your company's mission statement describes its vision and goals, and conveys the values embraced by its leaders. Its primary purpose is to make sure all employees know your company's strategic direction. No longer than a paragraph, your mission statement answers questions like "what type of business is this?" and "how is this company unique?" It is worth your time and effort to choose words carefully to clearly express your intentions.

Benefits of Your Statement

By declaring who you are, what you do and how you do it, you can better target customers who are interested in your products or services. Your employees who understand the company's direction are positioned to approach the right customers. This increases the likelihood of repeated business and customer loyalty.

Brainstorming Your Statement

Select a core group to work on mission statement development. Include representatives from all functions and all levels. Begin by defining who your customers are, what they need, how your company provides it and how your offerings are unlike any other.

Creating Your Internal Statement

Your internal mission statement should encourage employee commitment. For example, write text that reflects the opportunities your company offers, such as "At our company, we are proud to offer employees personal learning and development. We recognize innovative and creative problem solving at every level. We treat our staff with same courtesy we expect them to share with our customers."

Defining Your Public Statement

Your public mission statement markets your company. It can be a simple sentence, such as "Our mission is high-quality customer support provided wherever and whenever you need it," or a catchy phrase, such as "to inspire you to be your best." Consider associating a professionally designed logo to bolster the impact.

Communicating Your Statement

Include your mission statement on all official materials, such as websites, brochures and press releases. Display the mission prominently, from company walls to corporate letterhead. You may find that you need to modify your mission statement as your business changes.

References

• 101 Mission Statements from Top Companies; Jeffrey Abrahams; 2007