As a business, your goal is to succeed—and you no doubt have a vision of what that success will look like. To help you make that vision a reality, you need to have a mission. This statement aligns everyone with what they need to do to achieve the organization’s vision in the most effective way possible. The mission does this by giving everyone a clear idea of what they need to focus on, as well as what they do not need to worry about so much. The organization’s mission directs your energy and your work. It helps you prioritize your activities, and heightens your impact on your target audience.

A mission statement is especially important to nonprofit organizations because their mission is the whole basis of their existence. But a mission statement is also critical in a for-profit venture. Without a well-defined mission, it won’t be clear where you need to put your energy, how you create value, and how you deliver that value to your customers. Of course, delivering more value is key to achieving your vision of success.

The fact is, your mission statement is critical to everything you do as an organization. It says why you exist. It guides your people. It drives your strategy. It directs your decision-making. It helps you see where you need to focus to create the greatest value and have the biggest impact on your target customers. If you know your mission, you will know what to do and how to do it to achieve the success you desire.

So, What Exactly Is a Mission?

A mission is a statement of who you are, what you do, and who you do it for. What’s critical in creating a mission statement is to only use words whose meaning is crystal clear. Avoid buzzwords, as well as any language that can be open to interpretation. If people don’t agree on the definition of key words in your mission statement, they’ll wind up working on different things, with differing degrees of effort.

Above all, make sure your mission statement communicates the core outcomes of what your business delivers. These shouldn’t sound like features, but benefits that the customer needs and desires. Review your mission statement to make sure it doesn’t sound like it could come from any other organization in your field. And check for words with definitions everyone might not agree on.

Including a “Greater Mission”

Today, clients and customers like to support businesses that operate ethically and contribute to a greater good. Having this “greater mission” can often make the difference when prospects decide who they will give their business to, all other things being equal.

In addition, many prospective employees want to work for an organization that’s more than just a group of people who come together to make a profit. Obviously, every business has to have sales and revenue goals to make money and survive. But it’s been shown that employees will work harder and feel a greater sense of loyalty if they believe they’re contributing to a greater mission. So, it’s worth considering including in your mission a statement about what you’re doing for the greater good.                                                                                                                                                                                                                                            And remember, your AdviCoach is ready to help you clarify your mission—and take your success to the next level.