how to write a mission statement that actually works
TRANSCRIPT
How to Write a Mission Statement
that Actually Worksby Andrea Goulet Ford
@andreagoulet YourBrandVox.com
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Step 1: Define Success
Think of your mission as a rallying cry for your brand.
Your mission statement SHOULD • inspire your team and customers • communicate your overall goal & purpose • last for the long haul !
… and it SHOULD NOT • explain everything about your organization • be created simply to “check a box” • focus only on one program or product
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Step 2: Plan for PoliticsWriting Group • 3-5 key stakeholders • Big Vision (Executive Director/CEO) • Programs/Products (Mid-level manager) • Front Lines (Daily content producer)
Reviewing Group • Provides feedback to Writing Group • Can be used to build larger consensus
Approving Group • Largest group of people • Elects who will be in other groups Everyone can be involved, but keep your writing group small.
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Step 3: Write for Clarity
Keep It Short One sentence.
Be Specific You won’t inspire anyone
by being vague.
Use Plain Language Use everyday language
that everyone understands.
Start with a Verb Put your people in
the middle of the action.
Set a Goal What do you
want to accomplish?
Be Decisive Avoid using words
like “help”, “try”, or “aim”.
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Examples of Effective Mission Statements
To bring inspiration to every athlete in the world. -Nike
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Examples of Effective Mission Statements
To provide the best customer service possible. -Zappos
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Examples of Effective Mission Statements
To create content that educates, informs, and inspires. -PBS
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Examples of Effective Mission Statements
To give people the power to share and make the world more open and connected.
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Examples of Effective Mission Statements
To inspire lifelong learning, advance knowledge, and strengthen our communities.
-New York Public Library
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Examples of Effective Mission Statements
Organize the world’s information and make it universally accessible and useful.
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Examples of Effective Mission Statements
To deliver smiles. Guaranteed. -fab.com
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Examples of Effective Mission Statements
To save lives by improving lung health and preventing lung disease.
-American Lung Association
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