5 Ways Your Mission Statement Is Failing You
You’ve spent hours crafting a great mission statement, believing it’ll guide your team and attract customers. But something’s not clicking. Your employees seem disengaged, and potential clients aren’t beating down your door. Sound familiar? You’re not alone. Many startups and small businesses struggle with mission statements that look good on paper but fail to deliver results.
Here’s the thing: your company’s mission statement isn’t just be a box to check off your startup to-do list. It’s a powerful tool that, when done right, can inspire your team, attract top talent, and resonate with customers. But when it misses the mark, it can actually hold your business back.
Mission Statement Examples
Let’s examine some mission statement examples that hit the mark. Google’s mission is “To organize the world’s information and make it universally accessible and useful.” Nike inspires action with “To bring inspiration and innovation to every athlete in the world.” (And they add, “If you have a body, you are an athlete.”) TED spreads ideas succinctly with “Spread ideas.” Warby Parker combines purpose with action: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” And Patagonia boldly states, “We’re in business to save our home planet.” These companies showcase how a well-crafted mission statement can be concise, inspiring, and clearly communicate a company’s purpose and values.
Let’s dive into five ways your mission statement might be failing you – and how to turn it around.
It’s Too Generic
“We strive to be the best in our industry by providing excellent service to our customers.”
Does this sound like your mission statement? If so, I hate to break it to you, but you’ve fallen into the generic trap. This could be the mission of any company in any industry. It’s like trying to stand out at a networking event by saying, “I’m a person who does things.” Not very compelling, is it?
A generic mission statement fails to capture what makes your company unique. It doesn’t give your team a clear direction or your customers a reason to choose you over the competition.
How to fix it: Get specific. What unique value do you bring to your customers? What problem are you solving in a way no one else is? Don’t be afraid to let your company’s personality shine through. For example, instead of “providing excellent service,” Zappos says they “deliver WOW through service.” It’s specific, it’s unique, and it sets a clear expectation for both employees and customers.
It’s Disconnected from Your Company Culture
You’ve got a beautifully worded mission statement that talks about innovation, collaboration, and putting the customer first. But in reality, your team works in silos, new ideas are shot down, and customer complaints pile up. This disconnect between your stated mission and your actual company culture is more than just a credibility issue – it’s a recipe for disengaged employees and disappointed customers.
When your mission doesn’t align with your day-to-day operations, it becomes nothing more than empty words on your website. Your team can’t rally behind a mission they don’t see reflected in their work environment, and customers quickly pick up on the discrepancy between what you say and what you do.
How to fix it: Take a hard look at your company culture. Does it truly reflect the values in your mission statement? If not, you have two choices: either adjust your mission to accurately reflect your culture, or (preferably) take steps to align your culture with your mission. This might mean implementing new processes, adjusting your leadership style, or even making tough decisions about team members who don’t embody your mission. Remember, your mission should be a living document that guides your company’s actions, not just a pretty phrase.
Certainly! Here’s the second half of the blog post, covering points 3, 4, 5, and the sales solution bridge:
It’s Too Long and Complicated
Ever tried to recite your mission statement from memory? If you can’t, chances are your employees and customers can’t either. A mission statement that reads like a legal document or a academic thesis isn’t doing you any favors. It’s not inspiring anyone, and it’s certainly not sticking in anyone’s mind.
Complex, jargon-filled mission statements often come from a good place – you want to include everything that’s important to your company. But in trying to say everything, you end up saying nothing memorable.
How to fix it: Write is as a single statement. Aim for it to be one sentence if possible, max two. It should be easy to understand, remember, and repeat. Think of organization’s like Tesla: “To accelerate the world’s transition to sustainable energy.” It’s short, clear, and powerful. Every word counts, so make them count.
It Fails to Differentiate You from Competitors
In today’s crowded marketplace, standing out is crucial. But if your mission statement could easily apply to any of your competitors, you’re missing a huge opportunity. A generic mission statement not only fails to set you apart, but it also fails to give customers a reason to choose you over others.
Remember, your mission statement is often one of the first things potential customers and employees see about your company. If it doesn’t clearly communicate what makes you unique, you’re already starting on the back foot.
How to fix it: Identify your unique value proposition. What do you do differently or better than anyone else in your industry? Don’t be afraid to be bold and specific. Patagonia’s mission statement is a great example: “We’re in business to save our home planet.” It’s unique, it’s bold, and it immediately sets them apart from other outdoor clothing companies.
It’s Not Customer-Centric
Your business exists to serve your customers, right? So why does your mission statement only talk about your company’s goals and aspirations? A mission statement that focuses solely on what you want to achieve, without considering the value you provide to customers, misses the whole point of why you’re in business.
A customer-centric mission statement not only resonates with your target audience but also keeps your team focused on what really matters – creating value for your customers.
How to fix it: Put your customers at the center of your mission. Think about the impact you want to have on their lives or businesses. How are you making their world better? Take the time to define your customer’s needs and aspirations, then craft a mission statement that directly addresses how you fulfill those needs.
So, knowing the pitfalls of poor mission is one thing, but actually crafting a powerful, effective mission that drives your business forward is another. But don’t worry, we’re here to help.
My site BrandStrategy.vip, specializes in helping startups develop mission statements that aren’t just words on a page, but powerful tools for growth. I can work with you to uncover your unique value proposition, align your mission with your company culture, and create a statement that resonates with both your team and your customers. My service also includes a vision statement, brand voice, tone, value prop and twelve other deliverables.
Don’t let a failing mission statement hold your business back. Visit BrandStrategy.vip today to learn how we can help you craft a mission statement that truly reflects your company’s purpose and propels you towards success. Your mission matters – let’s make it.
