The use of a mission statement has become distorted over time. It is grossly misused. Examples of misuse would be comical if not so serious to the health of the offending companies. The common misuse is to think of the mission statement as a slogan that goes on your letterhead. Frequently it is used as a public ploy or marketing device. While these uses are admirable they are not essential. In fact, they are secondary and optional. Can you put your mission on your business card? Of course, but the function of communicating what you do for your customer is secondary to the mission’s value of describing the parameters of work to employees.
The most important function of the mission statement is to communicate purpose. It helps employees understand what the company does and how their roles are incorporated into that purpose. The mission gives meaning to daily jobs. It provides understanding of roles and responsibilities. Parallel to the vision, which provides the ingredient of passion, the mission provides the foundation for establishing purpose. Your mission statement must contain some sense of higher-order purpose. Take the following mission statement example: “Our mission is to build starter homes.” While this mission meets the suggested definition of short and simple, it fails to promote some concept of “higher order.” Would this mission statement create energy in employees? Probably not. Consider this revision: “Our mission is to help first time buyers become home owners.” What difference would the second mission statement create in your employees? The second version adds richness; the business isn’t just throwing up houses on speculation. There is an emotional component that comes from employees knowing they make a difference in their work.