Most organisations, including churches, not-for-profits and companies, have a mission statement. We use mission statements to help us focus on our shared purpose. A mission statement needs to be memorable, quotable, repeatable and inspiring – something that can be shared visually and demonstrated in a story. A mission statement needs to address being and doing – this is who we are, who we are called to connect with, and what we are commissioned to do. Here’s a few samples of mission statements used around the world. I’ve chosen examples that are memorable, quotable, repeatable and inspiring.
Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”.
McDonald’s mission is “To be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.””.
The Amazon mission is “To build a place where people can come to find and discover anything they might want to buy online”.
Google’s mission is “To make the world’s information universally accessible and useful”
Willow Creek Church’s mission is “Turning Irreligious People into Fully Devoted Followers of Christ”.
What’s the best mission statement you’ve seen?
The Peter F Drucker Foundation suggest criteria for an effective mission statement:
Is short and sharply focused
Is clear and easily understood
Defines why we do what we do; why the organization exists
Does not prescribe means
Is sufficiently broad
Provides direction for doing the right things
Addresses our opportunities
Matches our competence
Inspires our commitment
Says what, in the end, we want to be remembered for
Peter Drucker says the mission should “fit on a T-shirt,” yet a mission statement is not a slogan. It is a precise statement of purpose.
Creating a Great Caring Network
This is shared by Washington Cathedral and Washington Seminary, where I am Chancellor.