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How to Write a Mission Statement

How to Write a Mission Statement


Hi, my name is Erica Olsen. Today’s Whiteboard session is on how to write
a mission statement. Mission statements are foundational to any
strategic plan. You normally build one after you developed
your SWOT and before you go into the rest of your planning process. It’s foundational because it answers the question
“Why do we exist?” It clearly explains the space that we play
and what’s in, and what’s out of what we do. And it’s not where we’re going, which is vision. So let’s break it down. We use this example to explain the components
of a mission statement. We use this checklist to talk about what makes
a good mission statement, and we’ll walk through a simple process to create yours. So let’s jump in. The example we have up here is Google’s and
we love using Google’s examples because they’re great and why not borrow from the best? So starting with our mission… I like to start it with our mission because
it gives us a place to go and keeps us thinking about mission. You might get rid of it later, but start it
there. It has a verb with present tense “to organize.” We explain what we do, “Organize the world’s
information.” For whom? In this case, “The world.” And what’s the benefit to us existing? What’s the benefit to the world? “To make information universally accessible
and useful.” Really straightforward. We know mission statements are not that easy
to write, so here’s a checklist to make sure that yours is great. Starting with, it needs to be original. This is really clearly original to Google. They didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission
statement. It sounds like Google’s mission statement. So make sure yours is original. It’s foundational. I already mentioned that, but you don’t want
to change it all the time. Maybe a few word tweaks, but ideally not. You want a mission statement that sustains
over time. So it needs to be foundational. Connect with staff. A great mission statement…and you know yours
is great when every single staff member wakes up in the morning and knows that their purpose
and the reason they come to work every day is expressed in the mission statement. And to do that, it needs to be memorable. Memorable means short and concise. And of course that’s the balance to strike
with a great mission statement. So here’s your litmus test. It needs to fill on a T-shirt and your staff
will wear it. Achieve those two goals, you know you’ve got
a great mission statement. So how do you write one? Sometimes it can be hard. So it’s great to get input or ideas from your
organization. So gather staff input, if you like, be it
survey or maybe focus groups, take all that information, synthesize it down and create
a couple of versions. You can do it yourself or use one of those
folks in your organization who loves to copy-write and have them write a couple of different
versions. Take those versions and either have your planning
team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go
in all kinds of different directions and spend forever doing mission statement development. With that, I hope this helps you write yours. Thanks for tuning in. Happy strategizing.

Comments (28)

  1. Glad to see some new video content from you guys, I've used the old mission vision and values videos many times! Even though they're years old, still good info!

  2. Such a great input.
    Thanks Erica and im looking forward already for more videos.

  3. Love your videos! Thank you for creating these!

  4. Really useful. I particularly found the sub-titles useful as I am training a group for whom English is their third language.

  5. Brilliant, thanks so much for sharing.

  6. your lesson is nice but pls guys try to rise ur voice or use a microphone

  7. sorry who was the direcotr, producer, writer medium and distributor need it for reference for my research

  8. We strive to achieve youthful greatness for all majority of loyal men-kind and women-kind, delivering great variety of creative action RPG Games. , until the world stops spinning to harmonise satisfaction is this good

  9. Erica's model of delivery is hand-on. I've been showing her videos to my students in classes for over 5 years now. To me, the best is she follows the conventional write-up-on-the-board method using bullet-point styles that gives a true-blue lesson-learned feeling. Very well done, Erica. You are a Champ of this Millennium. 🙂

  10. Awesome presentation and content! Thank You!

  11. Hi. I found the simplicity of your approach so refreshing

  12. Helps me a lot…thanks Erica and im looking forward already for more videos. best regards

  13. Thank you! Just brilliant

  14. I guess you have completely interchanged the definition of Mission and Vision statement.

  15. can I get some opinion on my mission statement I just create for life insurance business, Thank you in advance….OUR TEAM’S GREATEST PASSION IN OUR MISSION OF SERVICE, IS HELPING OTHERS TO CONTINUE TO FINANCIALLY SUPPORT THERE LOVED ONES, LONG AFTER THEIR LAST BREATH AND FOR GENERATIONS TO COME.

  16. Accessible typo! Thanks for the video.

  17. Thank you, Ms. Erika.

  18. hey i just wanna know if i understand strategic planning or what ,
    if that right that strong strategic planning start with analyze the situation of your company by doing swot analysis to know where the organization is and create the road map to guide organization how to move from where it is to where it want to be by developing a framework include four perspectives (financial – customer – internal process and personnel ) , then setting strategic plans to achieve the long term strategic objectives , in addition to control strategic by providing feedback about the achievement of those long term objectives and the mission of the organization???

  19. fantastic video – i loved it

  20. Great channel thank you for your tips I wish I found your channel early nevertheless I’m happy I did now

  21. Am I correct in assuming that for the 'Staff Input', you would probably need to explain to them what constitutes a mission statement ( which would mean explaining what you explained in the video ) before you gather their input because otherwise they may not have any idea where to begin ?

  22. i like it ! Very similar to what i teach , but i also add in "Emotion" as a key component ….there must be some emotional component to the statement too !

  23. Thank you very much. You broke it down and made it so simple. Once again thank you.

  24. Damn… This was real helpful. Deeply appreciated. 💯💯

  25. Good information!

  26. simple but great ! thanks

  27. Thank you for your time.

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