In business, we often talk about mission statements, but what is it about these short, sharp phrases that matter so much?

A great mission statement helps you quickly define exactly what your business does and who precisely it is suited to – which makes creating one among the most important things you can do for your business, your staff and its clientele.

Here, we take a deep dive into mission statements, including:

  • Why they matter to your business, your staff and your clients
  • How they’re created
  • The ways a mission statement is used to help propel your business forward.

The essence of a mission statement

At the core of every successful business lies a well-crafted mission statement.

It goes beyond a mere statement of purpose; it encapsulates the values, goals, and direction of an organisation. Like a guiding star, a mission statement steers decision-making and shapes the essence of a business.

Unveiling the power within

Contrary to popular belief, a mission statement isn’t just a concise one-liner. Ranging from 80 to 160 words, a good mission statement comprised four to seven paragraphs.

This detailed approach ensures that every aspect of a business’s purpose is clearly articulated.

Why your business needs one

A well-written mission statement serves a variety of purposes within your business. These include:

Clarity and Communication: Your mission statement crystallises your purpose and serves as a compass for both internal and external stakeholders.

It answers any question about your business, fostering clarity and communication.

Direction and decision-making: A mission statement acts as a roadmap, guiding strategic planning and ensuring that every decision aligns with your business objectives.

Employee motivation: By uniting your team towards a common goal, a mission statement instils a sense of purpose and streamlines decision-making, leading to a more productive and harmonious work environment.

A far greater impact

A compelling mission statement not only resonates with internal stakeholders but also extends its influence to customers.

It showcases your values, goals, and ideal customer profile, giving your business a competitive edge and building trust with stakeholders.

While crafting a mission statement may seem daunting, the benefits are immeasurable. This all-important statement becomes the cornerstone of your business.

By clearly articulating your purpose, you not only attract customers who resonate with your vision but also foster a motivated and aligned team. Remember, your mission statement is your guiding light in the business world.



Talk Strategy with Clive

With more than 30 years’ experience in mentoring small to medium-sized businesses around Australia. Clive works with company owners and their teams to grow their business and achieve goals through strategic coaching.