From Starbucks: “Our Coffee. It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done. “[2] X Research source From Ben and Jerry’s: “Product Mission: To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. " From Facebook: “Facebook’s mission is to give people the power to share and make the world more open and connected. "
Instead of saying something like “We aim to make the world a better place,” tell which customers you’re aiming to help. Look back at your brainstorming notes for concrete ideas. Instead of saying something like “We’ll continue to innovate to make our product the best it can be,” say something real about what you’re developing. What constitutes “best” in your field?
Word choice is important, but the structure of your mission statement can also help you make a point. Some companies start with one word that totally encapsulates the mission of the company, then write a sentence or two elaborating. Consider breaking it down into several smaller mission statements. What’s your mission in terms of your product? How about your customer service mission? If you want to elaborate on a certain area that’s important to your company’s image, go ahead.
That said, it’s difficult to write anything, even a mission statement, when a lot of people are giving their opinion. There’s no need to completely alter it unless people don’t think it’s accurate or honest. Have someone proofread your mission statement to clean up spelling and grammatical errors.
A mission statement should lead people to ask intelligent questions. People should want to know more.
Who are your customers, or the people you aim to help? What role do you play in the industry or field?
Is your company conservative and solid, or are you aiming to be groundbreaking and cutting edge in terms of style? Do you want to be seen as a company with a sense of humor and a playful side, or would that be too unprofessional? What’s your company culture like? Is there a strict dress code and a formality to the place, or are people allowed to come to work in jeans?
Your goals can be centered around customer service, dominating a certain market, helping make people’s lives better with your product, and so on. Keep your company’s personality in mind when you’re writing down your goals. The two should reflect one another.
