Mission statement describes why an organization is operating and thus provides a framework within which strategies are formulated. It describes what the organization does, who all it serves and what makes an organization unique. A mission statement differentiates an organization from others by explaining its broad scope of activities, its products, and technologies it uses to achieve its goals and objectives.

What is mission? How is it different from purpose? Discuss the essentials of a mission statement.

What a company is currently seeking to do for its customers is often termed the company’s mission. It answers the question “What is the company’s reason for existing?” A mission statement is a statement of the company’s purpose. A mission statement is useful for putting the spotlight on what business a company is presently in and the customer needs it is presently endeavoring to serve. A mission statement deals with the present and answers the question “What is our business and what are we trying to accomplish on behalf of our customers?” A mission statement is a logical vantage point from which to look down the road.

A mission statement defines the company’s purpose. It is a single statement of why something or someone exists. The question to ask to determine purpose is:

A mission statement is like your North Star. A North Star, is not a place you go, it is a fixed point giving you perspective on where you are going. Your mission statement keeps you headed in the right general direction. A mission statement is a very specific umbrella statement explaining why you do everything you do within your organization. 

A mission statement is a statement of the organization’s reason for being, its purpose – what it wants to accomplish in the larger environment. It explains why the organization does what it does. It says what, in the end, the organization wants to be remembered for. A clear mission statement acts as an “invisible hand” that guides people in the organization. 

An effective mission statement clearly defines who the customer is and what services and products the business intends to provide. It also serves as a guide for day-to-day operations and as the foundation for future decision-making.

They Are Unique to Your Business

Mission statements should never be generalized in such a way that any other company could steal what you wrote and use it as their own. When crafting these statements it’s vital to remember what makes your company different, unique, and special.

They Create Expectations

A good mission statement embraces the expectations of a target audience for something they truly crave. For example, Zappos’ mission statement is “To provide the best customer service possible.” That creates the expectation in Zappos’ customers that they will deliver superior customer service each and every time.

They Are Realistic

Some companies fall into the trap of crafting mission statements that are so grandiose and philosophical that they lose all touch with reality. Mission statements must be grounded in what your company provides customers in the present. Save the inspirational and future-based language for your vision statement.

They Are Memorable

What are the key phrases and terminology you can use in your mission statement to make it memorable? That doesn’t mean that readers must be able to recite your mission statement in whole as if it’s a catchphrase, but it does mean that people should be able to associate key aspects of that statement with your company.