There are three key elements that allow a well-crafted mission statement to stand out from the competition.
Key Elements of a Standout Mission StatementPurpose. Having a clear purpose allows stakeholders to see that the company is progressing toward its goals.Describe How You Do It. This is what makes your business stand out and could include things like sustainable sourcing, a commitment to diversity, cost-effectiveness, or a dedication to customer service.Who You Do It For. Identifying your customers allows them to recognize your goals and follow your progress.Follow these three tips to make sure your mission statement resonates with your employees, customers, and partners.
Top Tips For Creating a Standout Mission StatementKeep It Short. The ideal length of a mission statement is two to four sentences, and it should never exceed 100 words.Keep It Simple. Word your mission statement as if you were talking to a friend.Make It Engaging. Use your mission statement to trigger certain emotional responses and engage your audience.Related: How to Write a Really Great Mission Statement, Step-By-Step
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Richard Branson, Founder of Virgin Group, said, “A mission statement should be a creed, not a handbook … I think living up to it every day is a lot more important than writing it down. If you must write it down, make it a short and profound, individual call to action.”