The Mission Statement

A mission statement is a short statement of:
why an organization exists;
what its overall goal is;
identifying the goal of its operations;
what kind of product or service it provides;
its primary customers or market;
its geographical region of operation.
It may include a short statement of such fundamental matters as the organization’s:

a business’s main competitive advantages;
a desired future state—the “vision”.

A mission is not simply a description of an organization by an external party, but:

an expression, made by its leaders, of their:
intent for the organization.
The purpose of a mission statement is to:

communicate the organization’s purpose;
to its
vendors, and
other stakeholders.

As a company evolves, so will their mission statement. This is to make sure that the company:

remains on track;
to ensure that the mission statement does not lose its touch and become boring or stale.
A mission statement must not be confused with a vision statement. The vision statement leans more towards discussing where a company aims to be in the future. It is not necessary to go into detail for the mission statement.
The main purpose of a mission statement is to get across the ambitions of an organization in a short and simple fashion

Provides direction
Mission statements:
direct a business into the right path.
play a part in helping the business make better decisions

Without the mission statement, businesses may struggle when it comes to making decisions and planning for the future.
Providing direction could be considered one of the most advantageous points of a mission statement.

2) Clear purpose
Having a clear purpose can remove any potential ambiguities that may surround the existence of a business.

People who are interested in the progression of the business want to know that the business is:

making the right choices;
progressing more towards achieving their goals,

The following questions must be answered in the mission statement:

When designing a mission statement, it should be very clear to the audience what the purpose of it is.

“What do we do?” — The mission statement should clearly outline the main purpose of the organization, and what they do.
“How do we do it?” — It should also mention how one plans on achieving the mission statement.
“Whom do we do it for?” — The audience of the mission statement should be clearly stated within the mission statement.
“What value are we bringing?” — The benefits and values of the mission statement should be clearly outlined.

Life is Good: To spread the power of optimism.

Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

American Express: We work hard every day to make American Express the world’s most respected service brand.

Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
EXAMPLES: (let’s analyze these against pg 7)

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