Now more than ever, businesses need to review and refresh their company mission and vision. It is these two elements that form the foundation for sustainable success. When significant events or changes take place in your industry or business, leaders tend to go straight to fixing the strategy. They often don’t realize the importance of refreshing the mission and vision first, to avoid confusion while ensuring buy-in and execution.
Without direction or a clear path, how can you align strategy and tactics? How can you expect others to follow you if they’re confused and unclear on what the true mission is or how the future looks for the company and themselves? Without a clear mission and vision that everyone believes in, it is difficult to have passion for the business.Mission and Vision
Your mission statement should be short, memorable, and communicate what the company stands for in just a few words. It should reflect your organization’s passion and encompass the needs of both the company and its customers. The mission statement is an integral part of your branding strategy. It should ultimately serve as a guide for current and future decision making.
Begin to refresh your mission statement by asking the following questions:
• Why does your business exist?
• What benefits or value do you bring to your customers?
• How do your products or services differ from your competition? What has changed?
• What wants, needs, desires, pain, or problems do your products and services currently address?
After the mission statement is complete, it’s time to re-think the vision statement. This, more than the mission statement, propels the company toward its future goal and sharpens the business focus.
Start re-crafting your vision statement by asking the following questions:
• How are you going to get where you’re going? • What does the end result look like?
Communicate with Clarity
Communicate and share your new mission and vision with everyone in your company. It will enhance employee morale as they gain a clearer understanding of the company’s direction. Most importantly, they will better understand their particular role in the pursuit of the organization’s success.
Hold an “all-hands” meeting to launch the refreshed mission and vision. Ensure the message is communicated the same way to all employees. Post it on your website, display it throughout the office, and place it on the front of your building.
Coach your staff to identify with and own the mission and vision. Your employees are the company and its growth depends on their commitment. Lead your teams in brainstorming sessions on what they or their department can do to impact business results. Then transfer these ideas into individual actions.
Inspire customers and employees to believe in and identify with the mission and vision. Avoid broad declarations like, “We will be the best in the world.” Your statements must be honest, realistic, and comprised of obtainable goals.
Taking a pause to refresh your mission and vision may seem like a daunting task. There is no need to make it difficult or time-consuming. You can choose outside consultants, brainstorm with employees and thought-leaders, or create it solo. It is also helpful to seek feedback from others that you respect and admire.
Regardless of the method that you choose, refreshing your company’s mission and vision will ensure the success of any new initiatives, as well as existing business operations.
Krista S. Moore is the Founder and CEO of K.Coaching, Inc., a sales leadership coaching, consulting, and training organization. She is a sought-after Motivational Speaker, Author, Certified Business Coach, and Talk Show Host. Moore combines her real-life business experiences, certified business coaching, and motivational style to help others achieve outstanding success in their lives and in their careers.
Moore is host of The Krista Moore Talk Show, and author of Race to Amazing: Your Fast Track to Sales Leadership. These are her “give backs” to help others continue to learn, develop, and grow into being the best that they can be.