Tips for creating a better mission statement

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It’s part of The Handover, an original series from Chase that aims to help business owners think strategically about succession planning. It is brought to you by Chase for Business.

When a new owner takes over, things can get tough. Management and outgoing owners want to keep their relevance and tradition, while the new order may want to shake things up and take the company in a new direction. This is where a mission statement comes in. The main role of a mission statement is to inform clients and stakeholders of the objective (management) of the organization and to explain how that objective is successfully achieved. A strong statement can anchor the business on a transfer by moving everyone forward in a single, unified direction.

Use the following tips to ensure that your personal vision for your business lives on long after you are no longer at the helm.

Align your core values

Whether you already have a mission statement in hand or have never set your business goal in writing, you’ll want to start by asking your team to brainstorm the answers to the crucial questions: who are we and who do we serve? And why are we doing it?

A relevant mission statement comes from the people within your company, not from a leadership book or an outside consultant, says Black. It is therefore essential to make sure that all your employees have a say. If your team is too large or too large, consider using a survey.

Keep it concise and be specific

Even if you are not known for your writing skills, you can still write a powerful statement by following these guidelines:

  • Aim for less than 12 words. Yes, it is short. But the best mission statements are easily memorable, Black says, and that is unlikely to happen if you have a long, wordy paragraph. The Critical Test: Can Your Employees Recite It Easily?
  • Be specific. A strong mission statement is a measure of how well your business is meeting its goal. To this end, it is important to avoid the guesswork and instead use words known in your specific industry and market.

Instill passion in what you say

A good statement is a source of pride for employees. If your statement is too cliché or overused, it won’t seem like a true extension of your values.

For example, Mitch Cox, founder and CEO of Mitch Cox Companies, a 35-year-old commercial real estate company in Tennessee, and his management team, decided to adopt the same philosophy of a similar company in a book: To be a real estate solutions company that exceeds the expectations of our stakeholders by consistently achieving our projected returns, producing accurate and timely reports and maintaining transparency in all areas.

However, it eventually became clear: “The mission statement was missing. cheeky“Memorable, passionate language that people can adopt on a daily basis,” Cox wrote, in an essay to his team. After much discussion, Coxes’ management team replaced their statement with the following, which really explains the purpose of the company: Create opportunities for others to succeed.

If you’re still running out of ideas, consider turning your statement into an actionable question and see if it resonates. Cox, for example, asks the question, “Does this decision create an opportunity for someone (business partner, customer, or team member) to be successful?” “

Taking the time to redo your mission statement may seem less important than other more tangible aspects of planning. But done right, it can invigorate your team with new energy, says Black: “Starting with a new, concise and memorable mission statement is a clear sign of a growing and evolving business. “


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