Want to Inspire? Start with Why: Crafting a Mission That Resonates
A well-articulated mission statement serves to declare a company’s purpose, aiming to inspire and direct both employees and stakeholders. However, too often, corporate mission statements read like mere descriptors of products, aspirations, or intended public perceptions, lacking the inspirational clarity required to make a meaningful impact. The true power of a mission statement lies in its ability to express the distinctive difference your business aspires to make in the world.
Consider this example from Roy Spence’s insightful book, “It’s Not What You Sell, It’s What You Stand For.” One large grocery chain’s mission statement reads: “Our goal is to be the first choice for those customers who have the opportunity to shop locally in [our stores]. To achieve this goal [we] aim to be best at fresh, best at availability, best at customer service, best at product and price.” This statement lists numerous attributes the company aims to excel at, but lacks connection to the broader impact on customers, employees, communities, or society.
Contrast this with another food chain’s mission statement: “To help consumers find foods that offer more nutrition for the calories as they make choices in each department of our stores, thereby helping food shoppers make healthier choices.” This statement not only defines a clear purpose but also engages directly with the audience by highlighting tangible societal benefits.
Which of these statements captivates you more? If your mission statement isn’t compelling and meaningful, it’s unrealistic to expect profound dedication from your employees or buy-in from your customers.
According to business consultant Simon Sinek, author of “Start with Why: How Great Leaders Inspire Everyone to Take Action,” leaders who aim for success must openly communicate what drives them and why they are so invested in their mission. Most people comprehend what they do and how they do it, but few effectively communicate why they do it. Sinek emphasizes, “People don’t buy what you do; they buy into why you do it.”
If you’re unable to identify and convey the reasons behind your strategic actions, how can you expect your employees to evolve into loyal followers who wholeheartedly support your mission?
In the words of author James Baldwin, “The world is before you, and you need not take it or leave it as it was when you came in.” Your mission can revolutionize the way you engage with your team, clients, and the world at large.
I’d love to hear about your experiences with mission statements in your professional life. Have you worked for companies with inspiring missions that truly resonated with you? Share your thoughts in the comments below.
Creator of the KASHBOX: Knowledge, Attitude, Skills, Habits
Helping You Realize Your Potential
I help people discover their potential, expand and develop the skills and attitudes necessary to achieve a higher degree of personal and professional success and create a plan that enables them to balance the profit motives of their business with the personal motives of their lives.
