Crafting an impactful Mission statement

Defining your Mission

Note : Please visit this link for a comprehensive post that guides you in discovering your ‘why’ and crafting a compelling vision.

The mission of the company expresses how the company daily implements its “Why” by providing specific products or services and addressing particular market needs.

The mission is a statement that defines the fundamental role of the company in the world and how it brings value to its customers and society in general.

To formulate your company’s mission, we need to build upon the previous answers regarding the “Why” of your company, its aspirations, its impact on the world, distinctive capabilities, significant experiences, and fundamental principles.

Here’s a generic example of a mission statement based on these elements:

“Our mission is to achieve [ambitious goal] by [timeline] in [specific domain] for [whom] in [where] by [why], through [action verb] [what] with [specific actions or approaches].”

Example: “Our mission is to achieve a 50% reduction in carbon emissions by 2030 by developing cutting-edge green technologies for our clients worldwide, working towards environmental preservation, collaborating closely with our partners, and fostering a culture of sustainability within our company.”

This formulation incorporates an ambitious goal, specific details about the domain, target audience, location, purpose, action verb, and specific actions the company will take to fulfill its mission.

You can customize this structure based on your company’s ambitious goals.

This generic template should be personalized according to the specific details of your company, its “Why,” and its vision.

Ensure that your mission is clear, concise, and action-oriented, demonstrating how your company embodies its vision every day and contributes to society.

Examples of corporate Missions

Information Technology (IT): “Our mission is to attain the top position in the field of cybersecurity by reducing cyberattacks against our clients by 75% by 2025, through innovative solutions and constant threat monitoring.”
Agri-food Industry: “Our mission is to become the leading provider of organic products in Europe by 2030, producing 80% of our food organically and promoting a healthy and sustainable diet.”
Manufacturing: “Our mission is to achieve zero major accidents at our production sites worldwide by 2025, by strengthening safety protocols, training our employees, and ensuring a safe working environment.”
Healthcare: “Our mission is to save 10,000 lives annually through the use of new medical technologies and strategic partnerships with healthcare institutions, while improving access to healthcare in underserved regions.”
Crafts: “Our mission is to preserve and promote traditional crafts in France by training 1,000 apprentices each year and safeguarding 50 endangered crafts.”

These mission statements incorporate measurable objectives, reflecting the specific aspirations and commitments of each company in different sectors. They illustrate the importance of tangible outcomes to guide their actions and future development.

Creating an ambitious Mission: a guide to crafting an impactful Mission statement

Ambitious goal: This is the bold purpose that your company aims to accomplish. It can include quantitative objectives, desired outcomes, or significant achievements you want to reach.
Timeline: Specify the period or deadline for achieving your ambitious goal. This can be a specific year or a defined timeframe.
Specific domain: Define the sector, industry, or field of activity where your ambitious goal fits. This determines the scope of your mission.
For whom: Identify your target audience or beneficiaries of your mission. This can be your customers, community, a specific industry, or other stakeholders.
Where: Specify the geographical scope of your mission. It can be local, national, international, or broader.
Why: Explain the underlying reason for your mission. Elaborate on why achieving this ambitious goal is important, what impact it will have on your target audience or the world.
Action verb: Select a powerful action verb that describes how you will accomplish your ambitious goal. This verb should reflect positive actions and efforts you will undertake to fulfill your mission.
What: Specify what your company will do to achieve its goal. This can include specific actions, products, services, or solutions.
Specific actions or approaches: Describe in detail the specific actions or approaches your company will take to reach the ambitious goal. This can involve strategies, initiatives, partnerships, or specific methods you will implement.

By using these elements, you can create a clear and powerful mission statement that embodies your company’s ambitious goals.

Be sure to customize each element to reflect your company’s specific objectives.

Developing SMART Strategic objectives

Use your answers to establish strategic objectives that align with the company’s “Why”, Vision and Mission.

A strategic objective is an outcome you want to achieve at the end of your three to five-year strategic plan.

These objectives are longer-term than annual goals but shorter-term than the mission or vision.

Strategic objectives are linked to the purpose of your company, which is the reason for your business activity and the value you bring to your customers.

They are also influenced by your strategic diagnosis and market analysis.

Strategic objectives should be measurable, meaning they must be quantifiable or qualifiable. For example, you can set objectives for revenue, market share, customer satisfaction, cost reduction, innovation, etc.

To develop strategic objectives, you can use the SMART method, which stands for Specific, Measurable, Achievable, Realistic, and Time-bound.

Here are some examples of SMART strategic objectives:

This method helps you define your objectives clearly and make them more achievable.

Increase annual revenue by X% over the next three years.
Develop X new products and services tailored to customer needs.
Grow market share by X% within X years.
Enhance brand awareness by retaining X existing customers.
Improve customer satisfaction by X% by optimizing quality by X%.
Reduce delivery times by X%.
Decrease operational costs by X% per year over X years.
Automate X processes and reduce wastage by X%.
Innovate in sustainable development by launching at least one eco-friendly product per year.

These objectives are SMART making them effective in guiding your company’s strategic direction.

In summary, Defining a beautiful Mission

Defining Your Mission
- Mission statement: defines the company’s fundamental role, value to customers and society.
- Formulating a mission: based on company’s “Why,” aspirations, impact, capabilities, experiences, principles.
- Clarity and action: ensure the mission is clear, concise, and action-oriented.
Creating an Ambitious Mission
- Ambitious goal: Bold purpose, quantitative objectives.
- Timeline: Specific year or timeframe for achieving the goal.
- Specific domain: Sector, industry, or field of activity.
- For whom: Target audience or beneficiaries.
- Where: Geographical scope.
- Why: Explanation of the mission’s importance and impact.
- Action verb: Powerful verb for describing how the goal will be achieved.
- What: Company’s actions to achieve the goal.
- Specific actions/approaches: Detailed methods and strategies.
Developing SMART Strategic Objectives
- Strategic objectives: Outcome in a three to five-year strategic plan.
- Link to company’s “Why,” Vision, and Mission.
- Influenced by strategic diagnosis and market analysis.
- SMART method: Specific, Measurable, Achievable, Realistic, Time-bound.

“The best companies are built not only on great products but on great missions.”
Reid Hoffman

Unveiling your inspiring ‘Why’ and Vision

Happy CEO