If you want a powerful and memorable mission statement, then keep it simple. Google has summed up its mission: "To organize the world's information and make it universally accessible and useful." If you want your customers to know what you're about then why not take some time to create a mission statement?
When done properly mission statements give your customers and clients a clear message. It's a summary of what you do and why. Often the danger is to try and say too much. Tesco has summed up its mission as, "Creating value for customers, to earn their lifetime loyalty." How would you sum up your business?
What works best?
The trouble with some mission statements is that they are too wordy. Whilst researching this blog I uncovered my local authority's mission statement.
"To fulfill those statutory obligations of the local authority that form part of the national regulatory framework, to protect consumers and to maintain a fair and equitable trading environment in wihc loal busnesses can thrive. To do so in partnership with other agencies and stakeholders in a way that not only adds value to the services provided but also directly suppports corporate priorities and benefits local communities."
Did you manage to read it to the end?
Short is best
On a recent visit to South Wales I was impressed to hear that the police had a mission statement that's just four words long. Here's the Assistant Director of South Wales Learning Development, Phill Pyke.
South Wale's mission is, "Keeping South Wales safe."
What's your mission statement?
At Coaching Connect our mission is, "Helping coaches develop their businesses." I'd be really interested to hear some more mission statements. What's yours?