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Business Mission Statements

5 min read

Do you have one?

I’ve written or participated in writing business mission statements for other companies but it is always more difficult when writing one for yourself. “Can’t see the forest for the trees,” would be the perfect idiom to use.

Fortunately Dan Walker of River’s End Consulting is helping me stand back and view the terrain with a new set of eyes.

Research suggests a business mission statement should be motivational and concise. Here are a couple of examples of company mission statements:

The Walt Disney Company’s objective is to be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company’s primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.

To bring inspiration and innovation to every athlete* in the world.
*”If you have a body, you are an athlete.” – Bill Bowerman
Nike

This link provides additional examples of Fortune 500 mission statements.

I haven’t yet finalized my business mission statement but through the process I’ve discovered new ways of explaining the services I innately provided to existing clients. I’m not planning to complete the mission statement until I clarify all the services, create a description and look at the big picture: The forest AND the trees.

Have you come across a memorable mission statement? What did you like about it? Have you created one? What was the process you used?

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