The mission defines the core, fundamental reason for the company’s existence. It is the overarching purpose that transcends business trends and financial goals, articulating the long-term impact the company seeks to have on its customers, industry, and society. Unlike strategies that evolve over time, a company’s mission remains relatively stable, serving as a guiding star for decision-making.
A well-defined mission provides clarity and alignment across all teams, ensuring that product development, customer engagement, and corporate priorities stay true to the company’s foundational goals. It also helps attract employees, partners, and customers who resonate with the company’s purpose.
A clear mission guides decision-making and motivates employees by connecting their daily work to a greater cause. The last point is the key. Employees today seek to have jobs that have meaning. In developing a broad and compelling mission we have the chance to give them that in what they do on a day-to-day basis.
Mission Development Process
- Introspection: Reflect on the underlying reason the business was started – the problem it seeks to solve or the positive change it aims to create. This should answer “why do we exist?” in a way that’s meaningful and not just about revenue.
- Draft and Refine: Craft a concise statement capturing that core ideal. Ensure it is inspirational and timeless. Timeless here doesn’t mean forever but you should see it as still valid at least 10 years into the future. This process needs to be done collaboratively and iteratively with the team. This is not the CEO’s mission statement. It’s the team’s mission statement. So you’ll use a leadership team working group to iterate and refine until there is full alignment and it resonates emotionally.
- Communicate: Roll out the finalized purpose to the entire organization. Reinforce it regularly (e.g. in all-hands meetings, onboarding, performance reviews and strategy discussions) so that employees understand and internalize the company’s ultimate mission.