If you have customers and you have employees, you need a mission statement. A mission statement needs to be simple and aspirational. It needs to say what your business does. It needs to convey to your customers how your business seeks to add value in a way that is better than anybody else.
Whether your customers actually read or know your mission statement is irrelevant. Your business will communicate the mission statement in how you deliver your product or service. The mission statement will also be reflected in all of the decisions you make for your business, especially hiring.
Mission statements, when simple and aspirational, can assist with recruiting employees. It will tell the prospect a lot about the company and what you are trying to achieve. Additionally, each department and every role in your business needs to have a mission statement that specifically references and supports the company’s business statement.
Why trickle down the mission statement?
Having a mission statement for each role clarifies how that role supports the business and reinforces why the outcomes of that position are extremely important. Reference this blog to understand more about outcomes.
As the business owner or senior leader of the business, having the mission statement trickle down makes evaluating performance easier. Is the department manager/supervisor achieving outcomes that also reflect the winning aspiration laid out in the mission statement? This same mindset holds true with individual employees.
The mission statement for a role needs to be on the job description and each element of the job description needs to support the mission statement for role or it does not belong. This creates excitement for an employee who knows exactly how they contribute to the business’ success. It provides a clear framework for the employee to operate and deliver. Again, when evaluating performance, it becomes clear whether or not they are delivering on the right outcomes and in right alignment with the desired mission of the company.
As an example from SportProsUSA, their mission statement states:
Our mission is to provide every client with an extraordinary, collaborative experience that will create a lifetime of lasting memories. Because here at SportProsUSA, the experience is not an arm of our business, it is our business, and it permeates everything we do. From the products we choose to the people we hire, our Core Values course through our every action. We believe in inspiring limitless opportunity through sports – both on the court and off. We build relationships, connect people, and provide knowledge. We always do what is right, not what is easy. (a bit long for my taste, but it means a lot to the business owner)
Trickling down their mission to the role of Court Surface Installer:
Your mission as a Court Surface Installer is to expertly install and maintain high-quality sport court surfaces, ensuring superior playability, safety, and customer satisfaction that enhances the love of sport and community engagement.
Trickling down their mission to the role of Field Coordinator:
Lead field operations, mentor a high-performing installation team, and ensure the successful execution of projects, creating lasting client satisfaction and world-class sport construction and event projects.
Mindset Shift
Think differently about having a mission statement for our business.
- Have it become an aspirational tool within all aspects of our business and decision making
- If you have a mission statement, is it aspirational and meaningful in your business? If not, consider re-writing.
- Think about how you can trickle down the mission statement to departments and individual roles.
As a footnote, here is the mission statement of Business Think:
Help create business environments where people can thrive and grow.
To assist fulfill Business Think’s mission statement we created a service called Mindmeld. This is a Talent Strategy and Recruiting Service designed to transform the way small to medium-sized businesses (with 50 to 200 employees) approach talent acquisition and management. Its mission is to simplify the recruitment process, ensuring companies not only fill positions but find the right fit to enhance their culture and drive growth. Mindmeld believes in making employees a source of fascination and strength, rather than frustration.
For strategy I really enjoy the frameworks outlined by @RogerMartin. To read more about mission statements and the winning aspiration reference his article on Medium. See his article here.
I am always curious about your thoughts and reactions. Please leave a comment down below.
