A mission statement is more than just a few words on a pamphlet. Done right, it can motivate employees to do better work, inspire potential customers to sign up for your services, disseminate useful information and build your brand in a strong, tangible way.
A recent article in the Harvard Business Review discusses the concept of the mission statement at length, giving some great, concrete examples of those mission statements that inspire employees, and those that fall flat.
Examples of Strong Mission Statements:
A couple of the good ones:
Starbucks Coffee: "Our mission: to inspire and nurture the human spirit — one person, one cup and one neighborhood at a time."
Patagonia "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.."
Inspiring, right? The kind of statements that would make you want to work for, buy from, or be associated in any way with one of these companies.
An Example of a Weak Mission Statement:
Now, how about this one:
Dean Foods Company: "The Company's primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards."
Not so much, right?
Mission Statements in Home Performance:
We believe that in an industry as mission-driven as Home Performance, a company’s mission statement provides a huge opportunity to convey the goals, objectives, and message, not just of your company, but of the industry as a whole. This is a good thing: an inspirational mission statement from a company in Kansas could be seen by a homeowner in Oregon and be inspired to hire another home performance company out there. But it also provides you with a unique opportunity to reveal what drives you, and differentiates your business from others in the industry. Energy security? Health and safety? A good old fashioned passion for buildings? All equally noble, all equally compelling.
A few good mission statements that we’ve seen in the industry:
Stitt Energy Systems, Inc. exists "to provide energy efficient homes that are environmentally responsible for the health, welfare, and happiness of our customers, employees, investors and future generations."
Home Performance Matters is "Leading the race to Net-Zero Energy through custom energy efficiency and solar solutions."
Orange Energy Solutions' mission is to "protect your family and your single most important investment -- your home."
Evergreen Home Performance has a three-part mission: "We believe that homes should be safe, comfortable, and healthy... We believe in improving our environment, one house at a time... We believe that providing good, sustainable jobs for our employees benefits everyone."
How about you, does your company have a well-crafted mission statement that you use to bring on new customers and inspire employees? We'd love to hear about it!