The right mission and vision statements can move the needle externally and internally.
Is your company here to go big? Are you playing around or do you really want to do this thing?
Written and utilized well, mission and vision statements are tools that call your company forward and can help you align your actions with your goals so you get to where you’re going faster. Good mission and vision statements go beyond a corporate retreat tool or mere lip service. In this simple guide, we’ll teach you how to write and use your mission and vision statements to move the needle for your company. Because if something’s not actually helping your company, why do it?
Let’s start with what mission and vision statements are and share examples of each.
What is a mission statement? And how do you write one?
A mission statement is what you are here to do and how you will get to your vision. Examples of mission statements are:
REI: “To inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”
Norwegian Cruise Line: “Provide exceptional vacation experiences, delivered by passionate team members committed to world-class hospitality and innovation.”
To write your mission statement, here are some questions you should ask yourself:
- What problem do you solve? How do you add value?
- What work processes make your company different?
- What are your values?
- Why did you start your business in the first place?
Now, what is a vision statement?
A vision statement is the future you aspire to. It is what will be true when you achieve your mission. Here are some examples:
Disney: “To make people happy.”
TED: “To spread ideas.”
Oxfam: “A just world without poverty.
While these examples may seem broad or deceptively simple, they are lofty goals that encapsulate where each of these companies/orgs are heading. When you look at your vision statement, it should give you energy. Here are some questions to ask before you write your vision statement:
- Where do you want your company to go?
- What are the changes you believe you can make for individuals? In your industry? In the world?
- How will things be different if your vision is realized?
Before we move on, ask yourself: Do you walk the talk?
It’s true. Mission and vision statements can sometimes be used as a corporate retreat tool that is put in a drawer until next year, or worse, companies use them to pay lip service to values they don’t actually follow. Just as it is with people, we trust companies that practice what they preach. It’s unethical to say one thing and do another. It’s also unethical to use mission and vision statements as empty promises.
So be real, do your best to walk the talk, and watch as your mission and vision begin to feel less like words and more of a solid foundation.
How can your mission and vision move the needle for your company?
Ok now that we’re in integrity, let’s chat brass tax. How can you put your mission and vision statement to work? Either can be used internally or externally.
- Externally, you can use your mission and vision statement on your website, in one-pagers or explainer videos, job postings, or to inspire social media campaigns. Vision statements, in particular, can help customers and a broader audience understand what you’re here to do, what being associated with you as a customer or partner means for the bigger picture. An inspiring brand moves people to feel things, and ultimately change things.
- We are big fans of using mission and vision statements internally as well. Mission and vision statements can be used to help your employees understand why they do what they do on a daily basis (your mission) and where you’re going (your vision).
- Mission and vision statements can also be used to retain employees. Creating a positive work culture is critical to attracting and retaining talent. Use your mission and vision to extract a set of values that you put into practice in the workplace. When you embed your mission/vision/values into your work processes and truly live them as a company, you create a cohesive culture that makes work enjoyable and fulfilling for employees, and helps you retain talent.
- Lastly, use your mission and vision statement to align your actions with your goals. Contemplating a few different paths you could take? Now read your mission and vision. How does each path serve your mission and vision? If one or both doesn’t, throw them away. Mission and vision statements should be tools that create clarity and illuminate the bold stance you are taking and the sacrifices you will make in order to be known for your clear vision.
We’re here if you need an outside perspective
Sometimes, you’re so deep in the work that it’s hard to get perspective on the core of who you are as a company and what’s important to you. At Four Fin Creative, our mission is to amplify the impact sustainable companies have on the health of our planet by growing inspiring brands, strong businesses, and bold leaders. We have a variety of services with well-honed processes we’ve created to do just that. Here are a few that relate to mission and vision statements.
If you need new core messaging (one-liner, about paragraph, mission and vision statements) or your current messaging isn’t reflecting your company and could use a refresh, consider our Key Brand Messaging service.
If you’re a startup in need of core messaging, and a visual brand and website to compliment it, consider our brand new service Seed Branding—a right-sized branding package tailored to early-stage companies.
Want to learn more? Connect with the fins.
