I’m assuming that your organization/business has a mission statement, right? Okay, get a copy of that statement and put it right in front of you. Go ahead, I’ll wait…
…If I’m right, your mission statement probably reads something like this…
“The mission of (our organization/business) is to do really well at something that’s very important, while also trying to be good citizens”
(There are probably a few words like “striving”, “fostering”, “committed”, “excellence”, etc. thrown in for good measure too).
Now let me ask you this – does your mission statement inspire you? Does it express the heart of what your organization or business is working to build or create? Does it use powerful language that explains the fundamental purpose of the organization?
I’m guessing it doesn’t. Most mission statements fall short, often because they are put together through a group writing/editing exercise. It’s extremely rare for that approach to result in a statement that captures the underlying commitment, motivation, passion that drives the people in the organization (see my previous blog post)
It’s not that I’m anti-Mission Statement…Honest!
I do understand the need for mission statements. They’re important for telling the outside world who you are and what you do. They’re also critical for helping your own people know what the organization stands for and is working to build. And in this day of information overload and attention-deficit, the need for brief, concise messaging is absolutely critical.
But let’s be honest, relying on a fluffy, unclear, generic mission statement to convey the importance of the value of your organization/business likely does more harm than good. I’m not against mission statements. I just think we need to put more emphasis on the mission part and spend less time worrying about the statement itself.
3 Tips for More Inspiring and Powerful Mission Statements
1. Be Like Mike
In my previous post I wrote about how Michael Jordan ’s mission evolved over time. When reviewing your mission statement, focus on stating the fundamental purpose of your organization/business as you understand it today. There is no rule that your mission statement has to stay static. Missions evolve and mission statements can be continuously refined over time too.
2. Shoot for the Moon!
When US
Our mission is to demonstrate to the world that, through a commitment to excellence and the utmost dedication and service, that our people, technology, and resolve is superior to our competitors and thereby fostering the principles of democracy, hope and freedom for all. (Mike’s words, not a quote)
While all of those components were present in his famous speeches, he stated the mission in a very simple and measurable way…
“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.” (John F. Kennedy, 1961)
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| http://history.nasa.gov/moondec.html |
President Kennedy’s approach is a perfect example of how a simple and measurable mission statement is more powerful and inspiring any day. Think about how you might be able to do the same with your mission statement.
3. Less Talk. More Action.
If you really want to demonstrate the value and importance of your organization and its purpose, get to work making that mission come to life, then use your valuable time and space (website, corporate literature, etc.) to show and tell people about all the ways you’re accomplishing your mission. After all, real life stories about how you’re putting your mission into action will always be more powerful than flowery vaguely-crafted statements.
The most important lesson...At the end of the day your mission statement is less important than you think. It’s not what you say. It’s what you do that counts most!
