One sentence that changes everything
Some people call the mission statement fluff! They never needed it, and have still been successful. Other businesses have made this the centre point of everything they do – it has become a beacon that guides every decision they make.
The case for a mission statement in today’s market is strong, particularly if you want to connect and inspire versus transact – and not just with your customers but every person that touches your brand.
Here are some mission statements that I thought were worth sharing. You will see the alignment between brand positioning, innovation, product quality (from an external perspective if you are familiar with the brand). Internally, we can somewhat assume the mission is deeply embedded into the culture.
Adidas
To be the best sports company in the world
Uber
Evolving the way the world moves
Gucci
To be the world leader in luxury goods by offering contemporary products while preserving the traditional skills and heritage of the brand.
TED
Ideas worth spreading
Amazon
To be Earth’s most customer centric company
Airbnb
To build a community-driven hospitality company
Lego
Inspire and develop the builders of tomorrow
Starbucks
Inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time
Patagonia
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis
Toyota
To attract and attain customers with high-valued products and services and the most satisfying ownership experience
Bunnings
To provide the widest range of home improvement products at the lowest prices every day, backed by the best service
Atlassian
To unleash the potential of every team
At Run Partners our mission is:
Together building brands that love and are loved
Our mission statement has changed a number of times. When starting out, like all new businesses and brands, for a good period of time you are constantly questioning your identity until you land on something that you feel will grow you, and grows with you.
If you have a mission statement or are playing around with one, I would love for your to share it with me.
