The Problem:  Terrible mission statements!  

I often review business websites, collateral, ads, etc. and I can tell you one of the biggest problems in any industry is the lack of passion and emotion related to mission statements.  A lot of times they just aren't very good - in fact, the vast majority of mission statement are really bad!  Also, I have noticed that many companies don't even have a mission statement listed anywhere on their site!  That's pretty pitiful... 

Here's one example of a mission I have stumbled across:  Our mission is to be a world leader in nutritional ingredients.

This is very blah!  No emotion, void of any commitment to anything better, sterile, generic...  Who wants to buy from a company that has such little creativity and passion; especially in today's market where emotional connection is not only a growing trend, but a requirement for doing business (can you say Facebook and Twitter?)? 

"So what?" you might say...  "Mission statements are just a box we have to check off in the strategic planning process so we can say we have one, right?"  Wow, you couldn't be more wrong on this one...  The mission statement is foundational in scaling your 'change-the-world' business.  Getting it right is so critical on so many different levels:

1. •It tells people what you do in a clear, concise way
   

2. •Many times it can tell them why they would want to do business with you
   

3. •It can become a mantra across your organization - a rallying cry
   

4. •It can help you build a great culture at your company
   

5. •It can even be the common denominator across all your marketing
   

6. •...  and so much more...
   

The great thing about this rampant problem is that it is so easy to correct... 

The Solution:  Fix your mission statement!

A good mission statement is the one thing that defines what a company does and why it exists.  Many times companies get the "what we do" part right, but they totally whiff on the "why we exist" or the "why we do what we do" part. 

I believe that most people (even in the business to business realm) buy from people they like.  I believe this truism is becoming even more important each and every day.  The rapid climb in popularity of Facebook, Twitter and LinkedIn tells me people want to know more about people - on an emotional level - and this goes for the companies they do business with as well. 

Your mission must be better - it must connect more to your passion and purpose as a company, especially if you are a 'change-the-world' entrepreneur that cares about your mission in a deep and meaningful way.  You have such an opportunity to make an impact with a great mission statement!

Here are some tips on developing a great mission...  First start by brainstorming and answering a few simple questions:

1. 1.What are we deeply passionate about?
   

2. 2.What do we do?
   

3. 3.Why do we do it?
   

That's the heavy-lifting.  Keep these additional tips in mind as you develop your mission as well:

1. •Keep it simple, real and authentic.  Avoid "professional" or business terms...  write your mission the way you would say it.
   

2. •Make sure it links to your passion and purpose!  If you are the passionate entrepreneur, founder or CEO, this is your responsibility.  Take a gamble and let your emotion hang out there a bit - it will pay off for you; I guarantee it.
   

3. •Make sure it has "legs" - that it will last for a while.  The trick is to make sure your mission is focused enough to be clear, but broad enough to allow for growth in your offerings and messages.  
   

4. •Give yourself permission to develop "version 1.0."  A great mission develops over time - shoot, the companies I have run have taken 6-9 months to get it right!  Put it out there in version 1.0 and give yourself permission to tweak (just like Microsoft when they launch buggy software - the items that get the loudest screams get fixed the fastest)...  Once you vet your mission with your internal team and key stakeholders, put it out there, see how it plays and commit to reviewing it in-depth every six months at your strategic retreats!
   

Here's a good one:  Our mission is to support world health by simplifying and adding value to the purchase of healthy ingredients.

Why is this one good?  Simple, concise, explains why they do it and also mentions key differentiators - all in 14-16 words.  It can also form the basis of all their marketing materials and is a good rallying cry for management, i.e. "are we keeping it simple and adding value?"

So, get to work!  As I peruse the web going forward I want to see a vast improvement out there!  ;)

WATCH ROBERT’S 45 MINUTE LESSON ON BUILDING A GREAT MISSION!