Mission Statements and Values
Beyond Words on a Wall
Mission statements and corporate values are often a topic of much debate within organizations, but they’re rarely done well. Too often, they become mere platitudes, written to fill space on a wall or a page without truly reflecting the essence of the company. The real power of a mission statement and values lies in their simplicity and their ability to take a strong position that resonates deeply within the organization and beyond. When crafted and lived authentically, they serve as a compass that guides decisions, behaviors, and the overall culture of the company.
Keep It Simple
Simplicity is crucial. A mission statement should be easily understood and memorable. If you have to explain it, you’re doing something wrong. The purpose of a mission statement is to convey the essence of your organization’s purpose in a way that everyone can grasp instantly. Complexity and jargon only serve to confuse and dilute the message.
Consider the difference between these two mission statements:
1. “Our mission is to provide innovative solutions and unparalleled service in the financial sector, meeting the diverse needs of our clients while adhering to the highest standards of integrity and professionalism. We strive to build long-lasting relationships based on trust, transparency, and mutual respect. Our goal is to deliver superior value to our stakeholders through continuous improvement, strategic partnerships, and a commitment to excellence in everything we do.”
2. “We help people achieve financial freedom.”
The first example is wordy, convoluted, and filled with empty promises. The second is clear, concise, and to the point. It’s easy to understand and remember, and it doesn’t need any further explanation.
Take a Strong Position
A mission statement should take a strong position. If no one could possibly disagree with it, then it’s worthless. Someone should be able to (and willing) to take the counterpoint. This means that your mission should reflect a bold stance that defines what your organization stands for and what it stands against.
For example, Ben & Jerry’s mission statement is, “To make, distribute, and sell the finest quality all-natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.” This is a powerful statement that not only clearly defines their purpose but also takes a strong stance on environmental sustainability. It’s a mission that invites agreement and disagreement, which is exactly what makes it compelling and authentic.
Living Your Values
Standing for something isn’t just about writing it down; it’s about believing it and living it. Corporate values should be more than just words on a piece of paper. They should be the guiding principles that drive decision-making, behavior, and culture within the organization.
When values are truly integrated into the fabric of the company, they become evident in every interaction and decision. This is what differentiates companies that merely have a mission statement from those that live by it. For instance, if a company claims to value customer service, this should be reflected in every customer interaction, from the speed of response to the quality of support provided.
Imagine walking into a bank where the mission statement boasts about providing “unparalleled service.” The lines are long, the staff is indifferent, and the environment feels unwelcoming. This disconnect between the stated mission and the actual experience erodes trust and credibility. It’s like being put on hold with a message that tells you how much the company values you as a customer while you wait endlessly for support. Actions speak louder than words, and customers know the difference between genuine commitment and hollow promises.
Conclusion
Crafting an effective mission statement and defining corporate values is not a box-checking exercise. It requires thoughtful reflection, a willingness to take bold stances, and a commitment to living those values every day. When done right, they serve as powerful tools that guide and inspire, both within the organization and beyond. Keep it simple, take a strong position, and live your values authentically. Only then will your mission statement and values truly resonate and make a difference.