I recently read an article by Patrick Hull on what makes a great mission statement.  Although they are connected, a mission statement is not the same as a vision statement (read our recent Tip on vision statements).

Hull describes a vision statement as a broad view of how your company is going to leave an impact on your customers.  In contrast, the mission statement is a clear and concise explanation of your business strategy.  If your mission statement does not answer the following questions posed by Hull, then you might want to re-think it:

• What you do?
• How you do it?
• Whom do you serve?
• What value do you bring?

By answering these questions, you can articulate for your employees, customers, and other stakeholders why you are doing what you do.  If your mission statement is too vague, it loses qualities for people to understand the answers to the above questions. 

Need an example?  Below is the Advance Auto Parts mission statement:

“It is the mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle related products and knowledge that fulfill their wants and needs at the right price.  Our friendly, knowledgeable and professional staff will help inspire, educate, and problem-solve for our customers.”

This statement helps answer the above questions.  For you and your team, figure out what is most important to you and your customers.  Figuring out your “why” goes a long way to helping you figure out your mission. 

Cheers to achieving your mission!

Mike