More Than Words...Why the Mission Statement must be at the Core of All Company Decisions!
Luz Escoto
Apr 3, 2023
3 min read
If you were to ask your managers and employees if they know the company's mission statement or if they are clear on how is put it into action, do you think you would get a consistent response from them? If you believe the answer is no, you have pressing work ahead! First, leaders must ensure that everyone in the company understands the purpose behind the mission statement.
Your Promise and your North Star:
I am not trying to be dramatic in emphasizing the great importance of the mission statement, but your mission statement serves as the marching order for your troops. It should be your daily bugle call to start the day. Without a clear understanding of its meaning, your teams will not move in the same direction. But even more concerning is when customers approach your employees to find out who you are as a company and what you represent. As a result, your employees may create versions of what they think the company stands for, which may be dangerous territory. Everyone in the company works with a sense of purpose and pride when they believe in and trust the mission and vision of the company. Your managers and employees are your best ambassadors; they are the company's voice. They will be your first line of defense, protect you, and boast about you to the world.
Tending Your Garden:
For Leaders, the mission statement should be at the core of every decision and action they take. It should provide your teams and customers with an accurate depiction of the company's purpose and reason for existence. It should be behind the ideals that drive and motivate your leadership team. Creating a company with a solid and thriving culture takes time and love, but great leaders dedicate time and energy to this. The growth and development of your culture is a never-ending process.
A company's culture is a garden that needs constant tending; most seeds will bloom beautifully, the occasional weed will need pulling, and the message in the mission statement is the daily nourishment carefully applied by loving hands, your hands! Never assume that your managers and employees can clearly articulate your mission statement or that they embrace it. Of course, anyone can recite a paragraph, but it is your responsibility as a leader to ensure clarity in its meaning. This work is constant, even taxing, but is extremely rewarding when done right.
A Fast-Moving World:
In addition, companies face additional pressures in today's business environment. New social forces require attention from companies, and customers and employees demand this too. Organizations must address this when creating their mission statement or deciding which social causes they will support. Making a difference in the world should be part of your business roadmap, but these decisions should also be aligned with your core values to avoid mixed messages.
To conclude, building a winning organization means creating value for all stakeholders and the communities you serve. Leaders are tasked with building strong and cohesive cultures, so employees can become eager supporters and advocates for the organization, which is vital for the success of the company. Even not-for-profit organizations need to be sustainable to survive. But without a clear call to action, you will not achieve your true potential, and your teams will sail like a ship without a true north star. Without the heart and humanity of your leaders and employees, the words in the mission statement have no meaning.
Examples of Mission Statements from worldwide brands:
The Walt Disney Company:
"The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world's premier entertainment company. "Disney - Leadership, History, Corporate Social Responsibility (thewaltdisneycompany.com)
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