Imagine if Kennedy had said, “Our mission is to build and develop a highly competitive and productive space program filled with the nation’s best scientists and finest engineers, using only high quality top notch innovative materials, and to become the international leader in the space industry through maximum team-centered innovation, rigorous testing, and strategically targeted aerospace initiatives.”
No, he asked the US Congress to commit to the goal of “landing a man on the Moon and returning him safely to the Earth.”
While the long drawn out statement above is technically a clear mission statement, it lacks the emotional appeal and simplicity that make Kennedy’s “We’re going to put a man on the moon” statement so powerful. When communicating with the general public or motivating a team, it’s important to keep the message simple and emotionally compelling.
By focusing on a single, specific goal – “putting a man on the moon” – Kennedy was able to capture the imagination of the nation and inspire them to support the mission. His statement was powerful because it was easy to understand, memorable, and emotionally engaging.
So, while it’s important to have a clear mission statement and a strategic plan in place, it’s equally important to communicate that mission in a way that resonates with your audience and inspires action. By simplifying your message and making it emotionally compelling, you can create a sense of excitement and urgency around your mission that can motivate people to join you in achieving your goals.
How Powerful & Memorable is Your Mission
Without looking at your mission statement, can you recite it word for word? Now, go individually ask each member of your team to recite your mission statement. Can they? If not, it’s time to write a mission that is memorable, inspiring, and motivational. If you get everyone involved in the writing process, they’ll feel more invested in your company’s mission.
From Values to Vision: The Benefits of Developing a Meaningful Mission Statement
There could be several reasons why some companies may skip creating a mission statement:
- Lack of awareness: Some companies may simply not be aware of the importance of a mission statement and how it can benefit their business.
- Time and resource constraints: Developing a mission statement can take time and resources, and some companies may prioritize other business activities over creating a mission statement.
- Unclear business focus: Companies that are still trying to figure out their business model or long-term goals may not be in a position to create a mission statement yet.
- Unimportance placed on branding: Some companies may not place as much importance on branding and communicating their values and mission as other aspects of their business.
- Lack of expertise: Developing a clear and effective mission statement can be challenging, especially for small businesses without dedicated marketing or branding expertise on staff.
While it’s understandable that some companies may choose to skip creating a mission statement, it’s important to note that a well-crafted mission statement can provide a number of benefits, such as helping to establish credibility, differentiate your business, guide your marketing message and inspire employees. In the long run, investing the time and resources to create a clear and compelling mission statement can pay off in terms of increased brand recognition, customer loyalty, and overall business success.
I’ve seen first hand how a great mission statement can inspire people to want to work for your company and be a part of what you are accomplishing.
Crafting Your Mission Statement
A mission statement is important in marketing because it serves as the foundation for all of your brand messaging and communication efforts. It helps you define and communicate your company’s purpose, values, and unique selling proposition. A strong mission statement can be a powerful tool for achieving success in your local community (and word of mouth marketing). Here are some specific ways a mission statement can be important for local service companies:
Inspires and Motivates Employees
A clear and compelling mission statement can be important for inspiring and motivating employees by providing a sense of purpose and direction. By clearly communicating the company’s goals and values, employees can understand the impact of their work and feel more connected to the company’s mission. This can lead to higher employee engagement, satisfaction, and retention rates.
Establishes Credibility and Trust
A clear and compelling mission statement can help establish your company’s credibility and build trust with potential customers. By clearly communicating your company’s values and commitment to quality, you can differentiate yourself from competitors and position your brand as a trustworthy and reliable choice for customers in your local area.
Defines Your Target Audience
Your mission statement should reflect the needs and values of your target audience. By defining your target audience and tailoring your mission statement to their specific needs and desires, you can create a more focused and effective marketing strategy that resonates with your ideal customers.
Helps You Stand Out in a Crowded Market
A well-crafted mission statement can help you differentiate yourself from competitors and stand out in a crowded local market. By communicating your unique value proposition and what makes your company special, you can attract customers who are looking for a service provider that aligns with their values and needs.
Guides Your Marketing Messaging
Your mission statement should guide all of your marketing messaging and communication efforts. By ensuring that all of your marketing materials and messaging are aligned with your mission statement, you can create a more cohesive and effective brand identity that resonates with customers and helps build long-term loyalty.
Tip: Use your mission statement to inspire your slogan. A well-crafted slogan helps make it easier for consumers to identify and remember your company.
Creating Your Message
This post was inspired by a line in the book “Building a StoryBrand” by Donald Miller (where he mentions Kennedy and explains why it’s important to have a emotionally compelling and clear goal). I highly recommend this book to any local service company that’s ready to improve your marketing and marketing message.
This book teaches you step-by-step how to use storytelling to make your messaging and branding simpler and more effective. This book will help you create a clear marketing message, AND develop a quality website that will connect with your target audience.
There is a 7-Part Framework – you can follow along and work on your own business message simultaneously while reading the book.
Now go forth and shoot for the stars. It’s time to take your business from main street to the moon.
