How to define mission statement that aligns your team [Template]
Businesses without missions are ineffective.
Because nobody knows what to do.
Remember, vision is where you are going, mission is how to get there, and values are the rules you live by.
This is all about creating a mission.
Read more for a definition of a mission statement and examples.
Or Click here to download my guide to creating your mission statement, get started and then come back here to get unstuck.
What is a mission statement?
A mission statement is a statement of what you do as a company. It is the reason it is the why, how, and what of your business.
What’s in a Mission Statement
I examined dozens of missions to determine what was inspiring and useful, and I discovered a pattern.
Good missions address the why, the what, and the how.
Now, it just so happens that I went through all this work, stood back, looked at it, and said to myself, “Oh, Start with Why, Simon Sinek.”
So I went the long way around to an unoriginal thought, but at least it has some validity.
So, anyway, why, what, and how.
As Sinek pointed out, "why" is the most critical. It carries the power of oxytocin and breeds connection because it is the most motivating. You can't have a mission without a why.
But the "what" and "how" also carry a lot of weight. These are often confused or jumbled, but they are distinctive.
If you are building a house, the "what" is a house, then the "how" can be anything from hand saws and hammers with wood harvested from the backyard to cranes, welders, and steel girders forged in a mill.
The mission structure
Create Your Mission
Step 1: What is your "why"
Start creating your mission by delving into the why. Ask yourself why you are doing the thing that you do. People often think this has to be deep, but that isn't necessarily the case. Your why should be meaningful to you and your team, but you don't have to save the world.
Starbucks's why is more deep-rooted in "nurture the human spirit," whereas Disney's is more about developing great creative and innovative content. Both work.
Remember that your why is not your objective. Your why is not to make money.
Think of it this way, the objective of a marathon is to run 26.2 miles. That is analogous to making money: everyone is in the race for the same thing.
But the why can be anything from getting fit to proving you can to competing to win the race to your head is not screwed on quite right. Whatever. Your why is your why.
Step 2: Define what you do
In our mission structure, the "what" is the third logical step. However, when crafting a vision, we find that the "how" is easier to define when you know the "what." So this is where we start.
What do you do? What is your business about? Starbucks defines its what simply as "one cup," whereas Brilliant Earth (a jewelry brand) defines its what as "making jewelry." Disney's what is producing entertainment and information.
Think of the architect and the what of "building houses."
What is your what?
Step 3: Define how you do it
Finally, delve into the how. How do you do what you do? What tools do you employ? What is your "special sauce."
Starbucks’s how is "one neighborhood at a time," while Planet Fitness is creating a diverse "judgment-free" zone, and Disney is using its diverse portfolio of brands.
The how and the why are your most powerful differentiators. While many may share your what, your why—how the combination is unique to you and has the power to set you apart.
So, spend a little time here to understand how and how it sets you apart.
How do you do what you do?
How to write a mission statement:
The best way I’ve found is the story method. I outline that here. I recommend opening that document now - it’ll guide you through drafting a story that becomes your mission.
And now, some examples of missions.
Here are some examples of missions that we like and that are different enough from one another to show a range of missions and different interpretations of how to craft a mission. As you read through these, see if you can identify the why, how, and what. Below this, we have given you our interpretation.
Starbucks:
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Brilliant Earth:
At Brilliant Earth we strive to make jewelry as beautiful as it can be. We are passionate about cultivating a more ethical transparent, and sustainable jewelry industry.
Disney:
The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative, and profitable entertainment experiences and related products in the world.
Planet Fitness:
We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone ® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it's all about you. As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment where everyone feels accepted and respected. We are not here to kiss your butt, only to kick it if that is what you need.
How we apply the why, how, and what model to these missions:
Next Steps
Use this as a guide to craft your mission. Share it with people around you and get their feedback, revisit it, and let your mission become a key part of building your business.