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How to write a successful mission statement

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How to write a successful mission statement

  1. 1. How to write a successful mission statement by Monika Maciejewska December 2013
  2. 2. STEP 1: Mission statement is a declaration of organisation’s core purpose and focus in product and market terms. > You can develop a mission statement for the business as a whole or to support delivery of strategy in a particular area of your operations, for example you could have  Sales Mission Statement  Sustainability Mission Statement >What is the purpose of your organisation > What was the reason behind starting you business >What product or service do you deliver >What is the market you are aiming for >What are the objectives for your project Take a look at these examples from Starbucks , RSPCA, Amazon Kindle and Adidas
  3. 3.  Starbucks To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time  RSPCA The RSPCA as a charity will, by all lawful means, prevent cruelty, promote kindness to and alleviate suffering of all animals  Kindle Every book ever printed, in any language, all available in less than 60 seconds  Adidas We are a global organisation that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders
  4. 4. STEP 2: Best mission statements are no longer than 1-2 sentences > Keep it short and sweet > Avoid jargon that is industry specific > Steer clear from generalisation e.g. ‘we aim to save the planet’ > Your new mission statement should also double as a commercial slogan Remember to incorporate: VALUES Why your company exists / Why you are undertaking the project INSPIRATION Encourage & inspire employees PLAUSIBILITY Be reasonable SPECIFITY Be specific  Take a look at Nike’s Mission Statement “To bring inspiration and innovation to every athlete* in the world” *The legendary University of Oregon track and field coach and Nike co-founder Bill Bowerman said, “If you have , you are an athlete.”
  5. 5. STEP 3: >Now you have your mission ready don’t let it get covered with dust. >Use it as an integral part of business strategy or project communications >Make sure your mission statement is visible to your clients and employees:  Publish it on your website  Include it in marketing materials  Build it into company’s policies
  6. 6. Our Mission To provide our clients with support allowing them to grow their business in an ethical way
  7. 7. Monika Maciejewska Sustainability & CSR Strategist e: info@monikamaciejewska.com w: www.monikamaciejewska.com t: @majooski in: www.linkedin.com/in/mmaciejewska

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