Do You Really Need a Mission Statement?

Truth be told, most businesses in the hospitality space don’t have a solid answer as to why they exist or operate the specific way they do. Most of the time their business has been a chain of arbitrary decisions, taking opportunities as they’ve presented themselves and built on a single skill set, usually that of the owner/operator, be it cheffing or coffee-making or whatever they were previously employed doing.

These days if you do any research about how to start a business, it’ll mention that it has to begin with a watertight business plan that includes a concise, well-articulated and compelling mission statement about your value proposition and why you exist in the first place. It’s actually not an easy task, but done well there’s solid logic as to why you’d go through the process. Mission statements and vision statements are strategic tools that contribute to the overall success and sustainability of a business. They serve as a North Star, shaping the company's identity, culture, and strategic decisions. In plain speak think of it like this: if you have a good explanation of why your business exists, it'll provide a framework for influencing every single decision you make - from the more strategic decisions right down to choices about furnishings, produce and employment. Having a filter that every decision passes through will create a business where everything is on brand. That is how you’ll find and connect with an audience and achieve growth beyond people choosing you simply because it’s convenient – e.g. you’re the one just down the road. A geographic ring-fencing of your audience like that means you’ll never achieve much growth, because customers have no attachment to you beyond mere convenience.

If you’re an existing business, I still encourage you to go through this process. It will doubtless require some changes, but it’s never too late to start sharpening the focus of who your brand actually is, especially in such a competitive market.

Mission Statement vs. Vision Statement

Here’s a step-by-step guide to walk you through the process of creating a powerful and meaningful mission statement for your business.

Let’s start with a quick differentiation between a mission statement and a vision statement.

A mission statement is a definition of the company, who it serves, what it does, the value it provides, and its approach to offering that value. A vision statement is a description of the desired future of the company and the legacy it intends to leave.

HERE ARE SOME NOTABLE EXAMPLES

• Nike’s mission statement:
  To bring inspiration and innovation to every athlete in the world. If you have a body, you’re an athlete.

• Apple’s mission statement:
  To bring the best user experience to customers through innovative hardware, software, and services.

• American Express’ mission statement:
  To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

• Disney’s mission statement:
  To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

To start the exercise you’ll need all the right people in the room; everyone who’s invested in the brand: stakeholders; C-suite; management; key staff; everyone influencial to the brand. It can be a good idea to break into groups, generate responses per group, then compare and distil them down into the best version. The aim is to end up with a concise articulation of the 4 following things:

1.     What you do

2.     How you do it

3.     Who you do it for

4.     The value it provides

Your mission statement should then be structured something like this:

We [what you do] through/by [how you do it] for [target audience] to [value you provide]. 

The order can be re-arranged so it reads well, but all those elements should  be included.

Let’s Break It Down Into Steps

Step 1: What Are Your (real) Values

Start by identifying the fundamental values that drive the business. And I put “(real)” in the title there because don’t bullshit and put some idealistic nonsense. Be truthful; it matters. Consider what principles are most important to you, both personally and professionally. Your mission statement should align with these values, serving as a foundation for your business.

Step 2: Define Your Purpose

Ask yourself why your business exists. And this doesn’t mean it’s feautures and benefits; it means why it exists, what problem does it solve, and how does it contribute positively to the world? Clearly articulate the purpose of your business. This ‘why’ statement should then convey the unique value your business provides to its customers or the community; your business value proposition (BVP).

Step 3: Envision the Future

Think long-term. Envision where you see your business in 5, 10, or 20 years. What impact do you want to have, and what legacy do you hope to leave? Your mission statement should set up your aspirations for your vision statement; providing the basis for a roadmap for growth and development.

Step 4: Understand Your Audience

Consider the needs and desires of your target audience. How does your business address their pain points or improve their lives? Tailor your answers to resonate with your customers, making it clear how your business adds value to them. And remember, customers aren’t at all interested in exhaustive explanations about how much hard work it took to get where you are or how complex and brilliant your idea is. They are only interested in what benefit your product or service has for them, so make that your entire focus during this exercise.

Step 5: Keep It Concise and Impactful

A mission statement should be clear and concise. Aim for brevity while ensuring that it encapsulates the essence of your business. A memorable and impactful statement will be more effective in guiding your decisions and resonating with your audience.

Step 7: Test Its Resilience

Ensure that your mission statement can withstand the test of time. As your business evolves, periodically revisit and revise the statement if necessary. A resilient mission statement will remain relevant and inspiring, aligning with the growth and changes in your business’ competitive landscape.

Step 8: Communicate Clearly

Your mission statement should be easily understood both internally and by your audience. Avoid jargon and overly complex language. It should be a clear and concise representation of your business' purpose.

Step 9: Live It

Finally, understand that your mission statement is not just a document; it's a guiding principle. Incorporate it into your daily operations, decision-making processes, and company culture. Let it be a living part of your business and one everyone believes, supports and can recite.

Make It Your Mantra

Post the mission statement up in the business; include it in your company documents; make it visible on your website; include it in all staff induction documents and training SOP’s; use its language in press releases and public speaking; divulge and explain it during employee interviews. Start to hold it up against every single decision that has been made and is being made in the business and if it pushes back, it’ll show you immediately that that decision, policy, object, design or person isn’t the right fit for this business. In time the entire operation will become much more cohesive, desirable to the right audience, marketable and profitable.

See you in the next one!

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