Most Mission Statements don't work!
A mission statement is not just a corporate buzzword; it is a powerful tool that guides a company's direction and inspires its team to take action.
However, most mission statements are not working because:
- they are too complicated,
- they are filled with too much or excessive language (e.g. too poetic or too legal)
- or they lack a clear focus
This is worthless if you want your team to relate with your mission statement. It needs to be memorable, compelling and interesting. If this is not the case, you are not on a mission, you are lost!
To create a mission statement that truly works, two simple formulas can be employed: the Conflict-Destination-Stakes formula and the Goal Statement formula.
Formula 1: Conflict-Destination-Stakes Formula
Introduce a Conflict:
The hook of a mission statement lies in introducing a problem or conflict that creates narrative traction. This conflict serves two vital purposes: it captures people's interest and summons the energy and resources needed to tackle the issue.
Define a Destination:
The mission statement should define a clear destination or goal that the company aims to achieve. This destination sets the direction for the organization and foreshadows the climactic scene when all the problems are resolved.
Foreshadow the Stakes:
Paint the stakes by describing what can be won or lost in the pursuit of the mission. This creates a sense of urgency and passion, motivating the team to take action.
Take out everything else in your mission statement, that doesn’t keep people interested!
Formula 2: Goal Statement Formula
State the Goal:
The mission statement should consist of three economic priorities that drive the company's bottom line. These priorities should be specific and actionable, creating a clear roadmap for success.
Don’t make your goals too big or as end game objectives. Your team will start feeling helpless if goals are too big.
Set a Time Frame:
The mission statement must include a specific time frame in which the economic objectives will be accomplished. This sense of urgency keeps the team focused and motivated.
Don’t choose a timeframe that is too long, like 5-10 years, because 5-10 years doesn’t create a sense of urgency. Choose something like 12-24 months.
Define the Stakes:
Clarify why achieving these economic objectives is crucial for the company's growth and success.
Don’t make the mission statement external. If you are on a mission, it’s specific and time-bound.
The Importance of a Powerful Mission Statement
This is NOT the external customer facing statement. You can call it a goal statement if you don’t want to call it a mission statement because you already have one and nobody wants to let go of it. The goal statement is what is going to drive the team and help you grow the bottom line of your business.
It shows you where to go and inspires you to take action. By using it within your team, you can solve a lot of problems and increases retention, focus and productivity.
A well-crafted mission statement goes beyond mere words on a page; it can be a driving force for your company. Here are some benefits of having a powerful mission statement:
- Creates Alignment and Unity: A clear and compelling mission statement unites the team around a common purpose, fostering collaboration and cooperation.
- Increases Engagement: When employees resonate with the mission, they become more engaged in their work and committed to achieving the company's objectives.
- Helps Recruit Better Talent: A strong mission attracts like-minded individuals who believe in the company's vision, leading to better hiring decisions.
- Increases Productivity: With a clear direction, employees can focus on what truly matters, increasing overall productivity and efficiency.
- Inspires Investment: A meaningful mission statement can attract investors and partners who want to support a company with a powerful purpose.
Incorporating Mission Statements into Daily Operations:
- To ensure the mission statement remains central to the company's operations, it should be integrated into daily practices.
- Make it a Team Focus: Regularly bring up the mission statement during team meetings to align discussions and decisions with the mission's goals.
- Measure Progress: Develop a digital dashboard to track progress toward achieving the mission's economic objectives on a daily, monthly, and annual basis.
- Refine and Revisit: Mission statements should not be static. Revisit and refine them regularly to ensure they stay relevant and inspiring to the team.
By using the Conflict-Destination-Stakes formula or the Goal Statement formula, businesses can create mission statements that work—aligning teams, motivating action, and propelling growth. So, let's redefine our approach to mission statements and embark on a journey where purpose meets profit, and every step taken leads us closer to a shared vision of success
Want to learn more about the power of narrative traction? I’m hosting a customer-centric communication workshop and you can learn more about it here.