Mission

Mission is the reason for being, the purpose of an organization. It defines why the organization exists, what it does, and for whom. A well-crafted mission statement provides clarity and direction, guiding decision-making and aligning efforts towards common goals. It serves as a foundation for strategic planning, helping to ensure that all actions and initiatives are consistent with the organization's core purpose and values.

Core purpose

Describe, in simple words, why your company, department, team, or project exists. What is the fundamental reason for its existence? What value does it provide to customers, stakeholders, or society at large? The core purpose should be timeless, enduring, and not tied to specific products, services, or market conditions.

Core values

Using single words or simple phrases, list the guiding principles and beliefs that shape the culture and behavior of your organization. Core values should reflect what is important to the organization and its members, influencing decision-making, interactions, and overall conduct. These values should be authentic, meaningful, and consistently upheld by and for all the stakeholders — owners, customers, employees, and suppliers. Some suggestions: Integrity, Excellence, Innovation, Value, Fairness, Respect, Teamwork, Collaboration, Sustainability, and Customer-centricity.

Characteristics

The mission statement should embody the following characteristics to be effective and impactful: it should be a single sentence, memorable, and inspiring. It should clearly articulate the organization's purpose and values, providing a sense of direction and motivation for all stakeholders. It should radiate the founder's passion and commitment to the mission, resonating deeply with employees, customers, and partners alike.

Here are six memorable mission statements from well-known companies:

1. Nike

   To bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete.)

2. Patagonia

   We’re in business to save our home planet.

3. TED

   Spread ideas

4. Tesla

   To accelerate the world’s transition to sustainable energy.

5. IKEA

   To create a better everyday life for the many people.

6. Google

   To organize the world’s information and make it universally accessible and useful.

The next chapter will focus on setting objectives with Key Performance Indicators (KPIs).