While waiting to vote in the federal election these inspiring words emblazoned on the wall of a classroom at a local primary school reminded me of the powerfully galvanizing effect of a strong and clear mission statement.
Research shows that a powerful mission can deliver a multitude of benefits including improved customer engagement, employee retention and greater strategic alignment.
Some inspiring mission statements are:
Dove – To help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential
Starbucks – To inspire and nurture the human spirit one person, one cup, and one neighbourhood at a time
Patagonia – Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis
Nike – To bring inspiration and innovation to every athlete in the world. If you have a body you are an athlete
Oxfam – To create lasting solutions to poverty, hunger and social injustice
Edgar’s Mission – Kindness
No matter whether you run a business, a not-for-profit organisation or a school, an inspiring mission statement about what you do exceptionally well every day serves as a power-packed driver of organisational culture. It helps create a strong emotional connection among the people who make up the organisation to make a difference in the lives of those whom they serve; to make the world a better place.
©Ros Weadman 2019
Ros Weadman is the creator of the BrandComm™ Alignment Model, founder of Marcomms Australia and author of BRANDcode®, a PR and marketing guide for small business.