I once read the story of a well established organisation that hired a consultant to help with charting a new course for its business. To do this, the consultant began engagement with the company’s leadership team. He asked 13 directors to articulate simply and clearly the core mission of the organisation. To his surprise, he got 8 different answers. Now, that sounds very typical of some businesses or institutions.
A mission statement is a very vital piece of an organisation’s existence because it informs everyone; shareholders, investors, employees, customers and the general public why the company is in business. The lack of it is perhaps the most important cause of business frustration and failure.
According to Wikipedia, it is a short statement of an organisation’s purpose, identifying the scope of its operations. It’s also a written declaration of an organisation’s core purpose and focus that normally remains unchanged over time.
Purpose comes in two forms: current purpose, or mission; and future purpose, or vision.
I love the way Rich Horwath, the world’s foremost expert on strategic thinking puts it, “Purpose comes in two forms: current purpose, or mission; and future purpose, or vision. A mission is a clear, concise and enduring statement of the reasons for an organisation’s existence today.”
Howbeit, a great and effective mission statement is judged by its ability to explain your company and its purpose in 30 seconds or less. It is void of buzz words, empty phrases, ambiguous and generalised claims that could apply to many other establishments. Behind every great brand is a compelling reason why they do what they do.
Below is a list of some of the really inspiring ones;
To organise the world’s information and make it universally accessible and useful.
To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness.
To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.
To bring inspiration and innovation to every athlete in the world.
To help individuals and businesses realise their full potential.
To create a better everyday life for the many people.
To be our customers’ favourite place and way to eat and drink.
To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
To give everyone the power to create and share ideas and information instantly, without barriers.
To be a company that inspires and fulfills your curiosity. ground-breaking new excitement and entertainment in ways that only Sony can. Everything we do, is to move you emotionally.