The Power of Purpose: Harnessing Your Company's Mission Statement from Day One

Jan 2
16:28

2024

Lisa Lake

Lisa Lake

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The effectiveness of any endeavor, whether it's a parent-teacher conference or a political campaign, is significantly enhanced when there's a clear mission. This principle is especially true in the business world. If you're investing resources into launching a business, it's crucial to understand your 'why'. The fervor with which you answer this question can guide you in crafting your mission statement, a vital tool that outlines your purpose.

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Many successful companies continue to operate based on the original mission that inspired their founders. For instance,The Power of Purpose: Harnessing Your Company's Mission Statement from Day One Articles L.L. Bean, established in 1912, has not only survived but thrived by staying true to Leon Leonwood Bean's mission. His passion for the outdoors, coupled with a deep-seated belief in honesty, commitment to quality, and customer satisfaction, has shaped the company's operations for nearly a century.

However, some companies falter by losing sight of their mission, leading to ambiguity and confusion. This lack of clarity can affect everything from principles and policies to marketing materials, which may be developed based on individual departmental preferences rather than a unified vision. If you're unsure of your company's mission, how can you expect your target audience to understand and connect with it?

Once your company's mission is established, it should influence every business decision you make.

Case Study: Buyers United, Salt Lake City, Utah (Founded 1986)

Buyers United, a cooperative buying collective, was established with the goal of securing reduced rates on services like long-distance telephone and internet service. As the company grew, so did its buying power, allowing it to expand its service offerings.

The company's mission statement was established at its inaugural meeting, held in the owner's living room with 17 friends. The mission was: "Our mission is to deliver high-quality, essential goods and services at the lowest price, and to help our members save money, lower their cost of living, and elevate their quality of life."

This mission statement was prominently displayed throughout the company's offices, ensuring that all employees, including telephone salespeople, understood the company's purpose from the outset. The mission was also communicated to potential new members, forming the foundation of the company's marketing efforts.

The company's motto, "Joining Forces to Cut Prices," was consistently included under the logo. From welcome kits to brochures and personal letters from the president, the mission was always emphasized. Sales letters often concluded with phrases like "United we save" and "Let's go forward in partnership!" The company's monthly newsletter highlighted its achievements in securing rate drops, reinforcing the mission.

New and long-term members who had earned substantial rebates for referring others to the company were interviewed, further promoting the company's mission. This consistent and effective communication of the mission statement from the company's inception played a significant role in its ongoing success.

(Note: Buyers United later rebranded as BuyersOnline.com.)

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