Mission 2017: Why Corporate Mission Statements Still Matter

Jun 13, 2017 |


Our passion is to craft marketing solutions that meet our clients’ needs. Through collaboration and innovation, we forge longstanding relationships that deliver exceptional results.

Above is Primal Tribe’s newly revamped Mission Statement for 2017. We’re proud to share it with you, and, more specifically, to use it to discuss the continued importance of mission statements in the workplace. Learn how a solid mission statement can propel both your business and employees towards success below.

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What is a Mission Statement?

A mission statement is a summary, typically meant for internal use, which identifies and communicates your business’ core values, deliverables, and process to achieve your goals. A strong mission statement will typically answer the following questions:

1. Who are we and what do we do?

2. How do we do it

3. Who are our services for

4. What value makes us stand out

In the example at the start of this article, Primal Tribe identifies ourselves as:

1. A provider of marketing services,

2. Performing that role through collaboration and innovation

3. Serving clients searching to market their product or business

4. Focusing on building long-term relationships that allow us to provide exceptional results that distinguish us from competitors.

Even though it’s short and sweet, the point should come across with ease, and without sounding ‘hokey’ or full of inflated grandiose. Your mission statement is there to solidify who you are, and how you plan to operate. This brings us to our next point.

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Mission Statements Focus Direction and Decisions

If the statement you’ve crafted is stable, it should be able to act as a guiding compass for company direction. By laying it out on paper, you suddenly having a clear principle for all members of the organization, whether they’re brand new or at the very top of the chain, to abide by. If you’ve answered the what, why, and how, you’ve laid the groundwork for current and future operations. You’ve also created a litmus test to put critical decisions up against as well as a definitive litmus to help evaluate key decisions. Do the changes you’re considering match the objectives outlined in the mission statement? If not, you need to identify where the misfit is, and see what the best solution is.

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Mission Statements Keep Your Team Aligned

As we mentioned above, your statement should serve as a guiding principle for all employees. This is beneficial for a multitude of reasons. Not only should your mission statement help you identify candidates that embody your core values, but it also helps you share company culture during the onboarding and training purpose. It also fosters an environment that gives staff the empowerment to know whether their actions match up with the business’ values and course correct where necessary. Above all, this kind of alignment creates a forum for the kind of open discussion that leads to positive change and development. When everyone is on the same page and shares common objectives, it’s far easier to make progress as a unit. Your customers will reap the benefits, leading to higher returns all around.

A strong mission statement can be an excellent advantage to any business looking to refine its focus and foster growth. By following the tips above, you should be able to craft a statement that identifies and embodies you who are as a company, allowing you to move forward with confidence.

One bonus piece of advice to help you get started? Your mission statement needs to be something YOU believe. If you can’t get through it without rolling your eyes or laughing, you’ve missed the mark. It can be tricky to nail things down on your first few tries (don’t worry, we can help!), but once you hit the mark, you’ll be off to the races!

Want to learn more about creating a solid mission statement for your company and focusing business direction? Contact us today!


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