I've launched seven companies in 10 years. Some have failed while others made millions. But in each instance, I started with a mission statement.
A company with money is no match against a company on a mission.
A compelling mission statement is a key tool for any organization to succeed. It captures, in a few succinct sentences, the core of your company and the underlying philosophies that drive you to wake up in the morning. But more importantly, it should feel human. Here are few of my favorite.
- Ben & Jerry's: Making the best possible ice cream, in the nicest possible way.
- Disney: To make people happy.
- Instagram: Capture and Share the World’s Moments.
- Amazon: To be the world’s most customer-centric company.
Dan Heath the author of "Made to Stick" (which is an awesome book) made this great video teaching starters how to write a mission statement that doesn't suck. It's so good.
What's your mission statement? Do you have any questions? Let me know in the comments below.