TABLE OF CONTENTS INTRO (CHAPTER ONE: WHATS A MISSION STATEMENT? (CHAPTER TWO: WHAT 'S 4 VISION STATEMENT? (CHAPTER THREE: Vis YOU SHOULD CREATE A MISSION VISION STATEMENT (CHAPTER FOUR: HOW TO CREATE A MISSION & V'SION STATEMENT (CHAPTER FIVE: SXAW/PLES OF MISSION VISION STATEMENTS.INTRODUCTION Ifyou went cut of business tomorrow, what would happen? \Who would care? Whal problem would there no longer be a solution for? How big of an impact woulc it have on other businesses? \nout a clear mission and vsion statement i's hard to consider these outcomes. I's har to place anger of exactly what Is that you do end wy you ot And its herd to evaluste your worth and where your business fs into the largerlandscape ‘That's because your mission an vision pay an extremely pivotal partin your strategic planning process ~ or at leas they should. Without a sense of purpose {nd direction, t's neary impossiale o thoughtfully prepare forthe future, et lone determine wnat plays you should be running each monthCHAPTER ONE: WHAT IS A MISSION STATEMENT? ‘Think of your mission statement ase business tool ~ one hat is ditecty ted to your larger business plan anc is Gesigned to signal exactly wily your business exists, ‘Your mission statement should be inspirational enough for your team to find purpose in, but also ciract enaugh to serve as after for malong imporant business decisions. Adationaly, your mission stetement should encapsulate the product or service you ceiver, the audience you deliver it to, and the problem i solves, ‘Sound lice & lot to boll down into one statement? We"l break the process downinto actionable steps in the following chapters, but for now, let's zoom in on the overall theme here: Finding your “wry Finding Your “Why” When comes to ning your “why! we'e be remiss notte mention the Incredible work of Author, Speaker, and Marketing Consultant Simon SiVow WHAT re pow cept where ead oe encourage st ccresing hy ey oust fnage wa omNhHty Back in 2009, Sinek wrote Start With Why: How Great Leaders Inspire Everyone to Take Acton, a Book about Mncing and leveraging inspiravon in our everycay work AE the time, this book took the marketing world by storm, nding ts way ‘onto countless “rust-fead” Its, and the lessons sil ing vue almost a decade later “There are only two ways to influence human behavior: you can manipulate it or you can inspire it. Very few people or companies canclearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief - WHY does your company exist? WHY do you get out of bed every morning? And WHY Should anyone care? People don’t buy WHAT you do, they buy WHY you do it,” Sinek explains in the book. ‘And he makes a really grest point Figuting out "why" you do something makes it easier fr you, and those you work with to find fulment in doing It. Ané when ‘you see the value in whet you're doing or offering, becomes easier for your ‘customexs to buycin to that mission,CHAPTER TWO: WHAT IS A VISION STATEMENT? \Wrile your mission statement is rooted inthe action your businss takes anc the reasoning behind f, your vision statement ims io clafy your ideal future state for the business. The point of e vision statement isrit ta spend hours fine tuning detalles plans fo: how you intenc on achieving the next chapter of our business. Instead, thin of your vision statement 8s an opportunity to harness ‘your inspiration, passion, and aspirations forthe long-term business you are utdingExploring the Future State \We're ving in an era of constant 'stuption, Innovation, and uncertainty surrounding “what's next” Thanks to this challenging climate, tying to hone your precictions about the future of your business cen feel a bit daunting. Inthe past, historical performance served as a strong reference point in planning for the long-teim, However, companies are now finding that to remain ‘competitive they must lean into more antcioatory thinking to protect themselves from market changes, Including rising expectations anc the evolution of consumer behavior \While its citical that you consider the rsk landscape as you develop your vision {and plans forthe future, try not to let your future facing concerns limit your eativiy, This part ofthe process is intended to be exciting. This is your chance te think about ransformation and the road ahead. ‘Soin adaiton to evaluating risk, youl also want to consider what your future ‘calorie Toe ae, earetrabeun; and nia atietd. Nou were Miayio RionCHAPTER THREE: WHY YOU SHOULD CREATE AMISSION & VISION STATEMENT The Benefits of Defining a Mission Statement 4) It encourages alignment. Let's say you're thinking about going Black Friday shopping wth a group of friends. You chat about your plans va @ group text anc manage to sort out a ime and place to meet before heacing out to brave the crowds, With the plans secured, you're feeling pretty good. You have you eye on this great deal for 2 taster oven and you're not going heme wehoutco lug home all your merch[Now imagine that in edition to planning a time and place to meet, you'd also considered wry you were going shopping and what everyone wanted to get out fofthe shopaing trp. yu all communicared a bt more about your purpose and expectations, you could have planned e beter shopping srategy, cht? "Much lice this example suggests, naving an organizes, intentionally signed business strategy makes it easier for you to accomplish what's best forthe overal business, while aiming to meet individual needs, too, 2)|It streamlines decision making. In most business environments, speed is key, For projects to move forward without botlenecking, leadership needs to feel emipawered and able to make huncreds of cecisions — beth big and strll- with confidence, Having @ wel- defined mission statement makes it easier for those decsions to be made a scale by proving @ functional foundation for meking a choice thet suppor the business’ goals and purpose. ‘Accitionally if your compary is large enough where your leadership team has the abifty to delegate decision making, having a mission statement providesthem with the direction they need to execute effectively. 3) It strengthens your brand. Your brand's identity is comprised of several diferent strategic elements that al tie back to what you do, why you do it and how you do it iferenty than everyone else. in other words, you brand is far more then just yourlogo end the color scheme you employ on your website For modem businesses, strong brend recall requires you tonal your purpose and promise down tothe specific emotions you want your customers and ‘employees to feel when they think of you, And this is where @ mission statement wil make a world ofa aference. "You cant create a personaly for a business unless you know what that business is about” explains Marketing Specialist Kathryn Wheeler.The Benefits of Defining a Vision Statement 1) It serves as an opportunity evaluation framework. In stuations where opportunity cost could dramatically sit the path you've ‘outlined for your business, having @ clear vision to tum to can be extremely heloful Serving as a focal point for the future, your vision statement can help you work through the pros and cons of apporunties that present memselves so that you can determine the best course of action For exaimole, let's say you ere approacted by larger company about the potential ofbeing acquired. This is @ huge opportunity ~ but what wil the ‘outcome be? Will you have to relocate? Wil you be forces to let go of ‘employees? And will that outcome reflect the long-term plan you had forthe busness?2) It’s inspiring. "An inspiring sion statement should inform a clear Grection and priors forthe organization, while challenging al he team members to grow together’ explains CEO of TopesuitsCoaching Kirstin Donovan People went io make an impact They went to know thatthe work they are doing 's contributing to something larger ~ something meeningtul According to a 2016 lobel survey about purpose at work rom Linkedin and imperative 74% of candidates revealed that they want a Job where they feel like their work matters. To remain compettive, retain top talent, and buld a stiong team. W's important thet your business defines a vision stetement thet ilustrates your larger purpose tend plan. Tis oves people something o grab onto and root thelr workin3) It helps employees envision a future at your company. Ifyou asked ve employees what their future at your company looked ice, would they know? What would they say? \Wihout a cleer business plan forthe future, I's often challenging for employees 10 imagine themselves remaining passionate anc motvated enough to stick around, And when that uncertainy stars to set itcan derall everything No seriously: Take IMPACT Branding & Design, for example.‘This Connectcut-based HudSpot partner agency Isat shy about sharing the trials ‘and trulatons that led them to a course-aterig business transformation ~ one rootes in defining @ clear mission, vision, and set of values. Ina video created for IMPACT Elte ~ the agency's dedicated marketing ‘community on Facebook ~ Director of Talent, Natalie Davis, shared tnat she cectually ef the company a few years back she has since returned) after feeling Uncleer about the expectations of her role and her future atthe company. ‘Ate losing 21 people in ust seven short months, IMPACT quickly learned that this uncertainly was plaguing the'r retention and ably to move the business forward. To combat this, they got to work on defining a vision statement that would speci, clear, and shared far and wide. ‘And i: worked. nthe tho years following ths tansformatlon, te agency doubled In size and managed to only lose fwe employees,TURNOVER IMPROVEMENT 11510715 7Stoon7 (months) (2years, 2 months) ‘Starting Team Size 35 People 23 People People Lett 21 People 5 People Ending Team Size 23 People BBPCT omen A oe to MPA Founaer # CEO Bed Roe NECUND preentnon cece ‘The lesson? Your sion matter mare than you thik. Take your time and plan feccorcingly. The more excited you are about your future plans, the easier twill 'be for your employees ~ both existing and prospective towart to help you check those boxesCHAPTER FOUR: HOW TO CREATE A MISSION & VISION STATEMENT How to Create a Mission Statement 1) Ask yourself: Why do you do what you do? Do you know your company's "why"? inek (mentioned above}, def When we look back to the wok of Sint you do what you do Is often the most er statement exercise. And he urges businesses to start nare before going on to define their how’ anc “whet”Sinek explains that this is because, "people don't buy what you do. They buy why you do it And this is a reaty powerful concept. Ifyou can get people te believe in your “why” the way you co, they'l quicky transform from customers of prospects to evangelsis who share your values and belies. 2) Ask yourself: How do you do what you do? (Once you've nalled down exactly why you do what you do, your next taskis to determine how you go about doing ft. By answering his question, youl also be able to craw out how the way you approach pravidig a solution difers from the \way thet your compettors approach the seme, or sila, Issue. For examele, you might be inthe business of custamer service. In this space, the "what" behing your line of work would be helping customers arrive for their problems, however, the “how” behind what you do could take shape & few different ways 3 solutions You might‘= Offer 24/7 Ie chet to meet the needs of your customers when its ‘convenient for them. * Assign decicated representatives to high-value customers to ensure quslty Interactions + Offer only email communication for toubleshoating customer issues ‘+ Have a supportline set up from 8 am -5 pm to address incoming customer cals, * Conduct proactive outreach to ensure customers are making the most of ‘your product or service. Notice the variety? Thats why we suggest that you spend some tne answering this question, Thinking strategically about your approach is something many businesses don't do enough, and as a result, there are often gaps or Improvement ress that need to be adcressed. 3) Ask yourself: What you do for your customers? Businesses exist to solve a problems and meet demands ~ whether thet mesns providing sofware to simplify your payroll, Ges pump to fuel your cat, a bakery to satisiy your sweet tooth .. the list goes on.‘Some businesses solve big, complex problems that have the potential to change the world, while other businesses provide a service that lends kseffto a sal subset ofa smaller niche market, Regardless of wnat you business Goes, t's Important that you have a grasp on haw to articulate it ina clea, concise way. {A good rule of thumb here is to ny and nail down an elevator lich for your business. Imagine you're on an episade othe business-themed realy tetevison series Shark Tenk and you have to pitch your business to 8 group of investors with alow threshole for fu, uncertainty, and unpreparedness. How would you go about summarizing your business in this setting? What aspects of what you do can you afford to leave out? Aim for impact and keep simple. How to Create a Vision Statement 4) Get in a forward-thinking mindset.Wile we touctied on this briefly backin the beginning ofthis guide, there's more tobe ssid about the Importance of forward-thinking and future-proofing asi pertains to vision seting Perhaps what's mast interesting about setting a vision forthe future of your business is that allows you an opportunity 1o define and plan plays that wil ‘ude you towards becoming the business you want to be ~ the business you, ‘and others, want to work fr. This st to say the business you have now isn't good enough or isnt performing, instead, ths part ofthe planning process forces you to think about what you are going to do when the things thet work today stop working, Or if they continue working and ultimately begin to werk better, what the outcome of those advancements wil look ike This process InvoNes asking questions ike What types of products or services might interrupt ours Inthe marketplace? + Winst types of growing pains are we going to experience ifwe scale the company? Honithryaelamarel reasirearcir welenme_iiis NeiingIG geroriah We‘went to go? * Winy is this vision the best outcome? Who benefits? How? 2) Define your SMART goals. ‘When it comes to identifying your long term business goals, t's helpful to stert “wih a framework for goal seting. We tecommend using the SMART goal ‘epproach:—_ oe ‘This approach forces you to ground your goals in realty, wile provicing the flexibly to push yourserfto achieve more. For the sake of cary, let's take @ look at how the SMART goal framework might look in practice: ‘SMART Goal Examples: “The culture team will increase employee retention by 25% in Q1 of 2018 by introducing anew remote work program, kickstarting a feedback forum, and adjusting compensation based on new competitive data.”“The PR team will earn 30 editorial placements for the new careers page by the end of April by conducting outreach through our existing network and working with the content team on a weekly basis to plan relevant guest contributions.” “The development team will launch the new reporting app and drive 4,000 new users by the end of HI by sticking to the DARCI model, outsourcing the QA work, and committing 30 hours of dev time a week to the project.”3) Edit and refine. ‘When youre dreaming about the future, ideal state of your business, i's easy for the list of aspirations to snowball. This s 8 good thing ~ this means that you're ‘genuinely investing in taking your business to new heights. However, in order for your vision to be bath setionabie and impactful i's Important that you carefully rene it based on prlorties and feedback. Cut goas thet you don't feel you are propery set upto achleve in the next 510 yeers and save ther fora vision statement revision down the line. The beauty of your vision statement is that t can, and should be, constantly evolving as you begin to make progress.CHAPTER FIVE: EXAMPLES OF MISSION & VISION STATEMENT FORMATS Mission Statement ExamplesSTARBUCKS Toinspre ond nurture the human sprit - one person, one cup and one neighborhood at atime. THE WALT DISNEY COMPANY OUR MISSION The mission of The Wal: Disney Company isto be one ofthe word's leading producers ond preniders ol enterninment and formation Using aut portolioe! ‘brands to differenate our content services and cansumer products, wo seek 0 velop the mos creative innovative and proftable entertainment experiences and releted productin the wordREFINERY29 orm Tobe the #1 new-media bron or ear BRILLIANT EARTH OUR MISSION canoe aon a een ey peu Ea Cn eee ce Ras ethical, transparent, and sustainable jewelry industry.PLANET FITNESS eens cert cents Cee ee ees ee ae ae er ee ree ry See ee ee etree Teer) kes caccntoceentetomene ete eet ottVision Statement Examples DEFENDERS OF WILDLIFE ‘OUR VISION: DIVERSE WILDLIFE POPULATIONS IN NORTH AMERICA ARE SECURE AND ‘THRIVING, SUSTAINED BY A NETWORK OF HEALTHY LANDS AND WATERS. COCA COLA‘The Coca Cola Company Vision ‘Toachieveour mission, we have developed ast of ls which we wil work with urbottersto deter People: Inspiring cach ther oe he bet we enn bey providing aga plato ork Portfolio: tering the world # palit deals brand hat ntcpae and satis peopl dees and needs Partners: Nutuing winning aor pater nd bulking mutual loyalty Planet: Being «responsible gla tian that makes diference by helping to bud an suppor sustainable communitios Profit: Maximising long-term return to shareholders, while being minal four overall esposibiites Productivity cng highly fective, lan an fast moving ganna. LEIDOSVISION ‘Secor te ltl eee in he nlegrton ard apleaton ft rematon eral engreerna nd sceren se cr csr most Garang caer. ‘ew everireate solitons Brough ees fur avers ad tered pple wo are date cur cutomars wcces, We wl eTeower our teas, correo comune, ard eprata saab HAWAI'I PACIFIC UNIVERSITY VISION a uci ib crst rates arora he Une Ses 00 West nsepTEO cre Sess onrans sere etn he Wer ner ese FEES JET.COMOur Vision We're all init together. ‘ashen rat conmny hppa andi sn We work collaboratively with our retail partners, not competitively ue pcg elgtton denigrate ‘Savings smart and simple. ‘sat stop you gotta onigs weno — (hota redenefi dye or neenytng, thet ade Toho