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Ken Kneisel
Sr. Vice President, Drake Beam Morin


 
Writing a Great Mission Statement

Mission statements describe why your company or business unit exists. Great mission statements go a step farther in that they are short and memorable, communicating in just a few words the company’s focus. Great mission statements always reflect the benefit your customers receive and answer the question--- Why does your company exist?

Ultimately, mission statements are not about money, but about meeting the customer’s needs. Businesses must produce a profit, but the enterprise must be balanced in terms of both customer and corporate needs. Unbalanced business will almost always fail.

Often, some of the best mission statements are an integral part of a company’s branding strategy that compels customers to buy. But at the same time, mission statements can and do direct and influence all significant management decisions. Review this list of Mission Statements and ask yourself if these taglines answer the question, "Why does this company exist?"

Federal Express - The World on Time
Nature Conservancy - Saving the last great places
Ethan Allen - We create beautiful spaces
Pennzoil - We’re driving protection.
Tillamook Creamery Assoc. - Memorable Cheese, Profitable Farmers, & Environmental Stewards Lenscrafters - Helping people see better one hour at a time

Mission statements answer these questions:
Why does this business exist?
What is our unique selling proposition?
What are we committed to providing to our customers?
What promise are we making to our clients?
What wants, needs, desires, pain, or problems do our product/services solve?

Examples of Great Mission Statements
Great mission statements communicate a company’s passion to both customers and employees alike:

• To provide Java Script for customers websites
• Bring light, air, and the beauty of nature into homes through creative windows!
• To provide gentle dental care for children!
• To translate our customers' ideas into video screen reality!
• To help clients with QuickBooks software!

An Example of a Poorly Written Mission Statement:
"To deliver high profits to shareholders through providing a broad range of services to customers, thereby enhancing their ability to succeed."

What does this company do? What do they care about? Why should I buy from them? (Unfortunately, this was a REAL mission statement we found on the firm's website)

Tips for Writing a Great Mission Statement:
Keep it short
Describe the WHY customers will buy from you
Define your product or service clearly
Define your ideal customer
What benefits do you offer the customer?
What makes your product or service different from the competition?


A clear mission statement is part of your overall business plan. More on this methodology

 
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