What questions help create a mission statement?

Web Design & Development
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Brooke Miceli
Vice President
Published Sep 2013
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Writing a mission statement can be challenging because it encourages us to sit down and really think about what we want to accomplish in a new business. Getting down to the core of what our business and brand is really about is important though because businesses change and evolve. When presented with decisions, we can easily choose what is best by going back to what we set out to accomplish in the very beginning.

A mission statement is a statement of the current and present purpose of a company, organization or person- its reason for existing. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides the framework or context within which the company’s strategies are formulated, serving as a baseline for effective business planning..

How do we write a comprehensive mission statement that describes a company’s fundamental purpose? By asking ourselves a few questions.

The Questions

“Why do we exist?” From this question, we can evaluate our vision and values which enables employees, managers, customers, and even suppliers to understand the underlying basis of our actions and decisions. What are our products and services that we provide to our audience? What problem do we solve and what do we offer?

“For what do we want to be remembered?” In other words, we need a unique selling proposition. We need to be clear about what makes us stand out from competition.  What makes our product or services so different that customers could not refuse us? We also want to know that we are leaving a mark. Because of our business and our efforts, we know that something will be different- better, even. What (positive) dent can we make in the universe that will be improved just because of us?

“What challenges do we face?” Our statement should articulate our purpose within our organization, for the public, or for consumers. What are we trying to accomplish in this business? Most of us begin a business to solve a problem, so we need to keep that problem and its solution(s) at the forefront of our decisions so that everything we do acts to continually improve a situation, a product, or a way of life.

“What are we capable of?” Our statement should broadly describe our current and present capabilities, customer focus, activities, and business makeup. The difference between a mission statement and a vision statement is that a mission statement focuses on a company’s present state, while a vision statement focuses on a company’s future. Remember that we are concentrating on who and what we are about right now.

“Who do we serve?” We need to be acutely aware of who our target audience is and who our primary stake holders are. What market should we be tapping into- age, location, demographics, gender, and sometimes even income level? Is there a specific niche we are focusing on? Where do these customers spend their time and money? How can we best serve their needs?

At Glide, we have 4 primary mission statements that bring us closer to achieving our business goals.

GLIDE Mission 1

At Glide Design, we deliver “best-in-class” custom websites with passion and diligence that exceed our clients expectations. We provide ongoing management and marketing services with a focus on building long-lasting business relationships. Ultimately, our purpose is to deliver a positive return on our clients marketing investments that help them reach their goals online.

GLIDE Mission 2

Design, develop and market “best in class” websites with a passion and diligence that exceeds our clients expectations. Provide ongoing management and marketing solutions that build lasting relationships and allow our clients to achieve their goals online.

GLIDE Mission 3

Design, develop and market “best in class” websites with a passion and diligence that exceed our clients expectations. Do this while fostering lasting business relationships through ongoing management and marketing solutions that allow our clients to achieve their online goals.

GLIDE Mission 4

Design, develop, market, and maintain “best in class” websites with a passion and diligence that exceed our clients expectations. Build lasting relationships and allow our clients to achieve their goals online.

Have you written a mission statement for your business? What questions did you ask to achieve this? Do you need help crafting a statement for your business? We would love to hear from you.

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