Mission
What is Meant by Mission?
The mission – also referred to as the mission statement – defines a company’s reason for existence from the customer’s perspective. It captures the soul of the company and reflects what motivates its employees to work for the organisation – in other words, “What drives us?”
A mission provides a framework and direction for the company’s actions. It gives the organisation a sense of purpose and answers the fundamental question: “What drives us?”
What Requirements should a Mission Fulfil?
An effective mission…
- …must be realistic
- …must be specific to the organisation
- …should be based on the organisation’s distinctive capabilities
- …should inspire enthusiasm and encourage motivation
Practical examples of successful mission statements
A mission can – but does not have to – correspond to the brand core and is often communicated externally in the form of a slogan. Below are examples of well-crafted mission statements:
“We fulfill dreams through the experience of motorcycling.”
“To make people happy.”
“Democratize the automobile.”
Mission vs Purpose: What are the Differences?
The much-discussed concept of purpose is often mistakenly confused with, or even equated to, a company’s mission. While the mission primarily answers the question “What drives us?”, purpose focuses on the fundamental question “Why do we do it?”
A mission describes…
…what motivates employees in their day-to-day work.
…the company’s area of business.
…and provides focus and direction for employees and management.
By contrast, purpose adds a clear, overarching answer to the question “Why?”. It highlights the impact a company has on its wider environment and society as a whole. Purpose aims to create “shared value”, whereas the mission focuses on the specific value the company delivers to its target audience.
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