Mission statements are an integral part of a company’s brand and goal setting. They communicate to the public what you do and why you do it and define what sets your business apart from competitors. They may be short in length but certainly are not insignificant in meaning. A good one will demonstrate your commitment to customer service, initiatives for employees, and respect and dedication to your industry.
How Does a Mission Statement Differ From a Vision Statement?
Vision statements are popular with major corporations and industry leaders. They define future aspirations without providing a detailed framework. By contrast, mission statements should clearly outline tangible goals and how to achieve them. They reflect present circumstances and how an organization plans to bring goals to fruition. Apple does a great job at distinguishing the difference, as seen here:
Vision Statement: “To make the best products on earth and to leave the world better than we found it.”
Mission Statement: “To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons, and consumers in over 140 countries around the world.”
Does My Mission Statement Need Updating?
Chances are, yes. Companies are dynamic entities, and as things change, so should your written goals and values. Some leaders find that rewriting or revising their statements renews their commitment to the company and its values. Even the simple act of setting aside time to discuss core values and corporate climate can lead to healthy debates and positive changes. If it’s been a year or more since you evaluated your mission statement, consider this a friendly reminder to take a look.
Here are four components of strong mission statements to consider when revising yours.
Know Your Audience- Who you’re writing to is equally important as what’s being written. Whatever niche you serve, make sure your message will be well-received by those clients and customers. Think about how you hope to influence and better serve your audience, then choose the language that will resonate with them.
Be Distinct- The biggest challenge in writing a mission statement is telling the story of your organization in just a few lines. You also need to do it uniquely and interestingly. This is where teamwork helps! Seek advice and guidance from others when drafting your thoughts. Some things to consider are:
Sure, many Pharma companies may look similar from the outside, but some qualities distinguish them from each other. Your vision statement should reflect unique, specific goals.
Rebrand Yourself- Several facets of your organization have likely changed over the last few years. Use this as an opportunity to reintroduce what you’re about and what your stand for. Maybe there’s a greater push for sustainability or inclusivity.
Most importantly, promote your mission statement upon completion. It won’t do much good hidden away in a file folder. It can be shared with customers, employees, investors, and the public when and where you can. Make sure it’s easily found on your company website, social media channels, and all internal communications.
Dedicating time and energy to crafting a strong, purposeful mission statement should be the priority of every C-Suite leader. Doing so will allow your company to stand out from competitors while fostering a successful mindset among employees.
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