Deepdive #3
Mission Statement
A guide to defining the ‘Why, How and What’ of your company
A winning culture is always mission-led
Therefore, it is essential to first define the mission clearly, after which the Cultural DNA and Manifesto can be developed. The Mission Statement forms the core and foundation of a culture that provides direction and unites team members around a shared mission, bringing strategic goals within reach.
A well-developed Mission Statement is more than just formal wording. It provides guidance and direction for every decision and action within the organization, serving as a compass for daily operations and long-term strategy. Culture and strategy only truly come to life through a shared understanding of the ‘why’.
This goes beyond business goals alone: an inspiring Mission Statement fosters engagement, motivation, and collaboration, as team members can truly identify with the purpose and meaning of their work. This way, the company builds a culture that supports both performance and connection
The foundation for Culture: the Mission Statement
The Mission Statement forms the basis for all cultural values and behaviors within an organization. By using the mission as a starting point, a clear framework is created for defining values and the associated behaviors. This ensures that these values are not just abstract words, but practical guidelines that align with the mission and apply to every role within the company. The mission also serves as an anchor for daily choices, team structures, growth plans, and work rituals
A powerful methodology for formulating the Mission Statement and clearly defining the organization's ambition consists of three elements.
The Why
The ‘Why’ describes the deeper motivations of the organization and addresses the specific need, problem, or opportunity the company is responding to. Why does the company exist? Why is its contribution necessary? By centering the ‘Why’, the organization creates meaning that goes beyond commercial goals and instead radiates social value, inspiring both employees and customers
The How
The ‘How’ describes how the organization achieves its goals. This includes the unique capabilities, methods, or approaches that distinguish the company from its competitors. Often, the company’s strength lies here: by focusing on how the company creates value, it becomes clear what makes it truly unique and why customers and employees choose this company.
The What
The ‘What’ is the most tangible element. This part describes exactly what the company does, what it offers, and who its target audience is. It provides direction and makes the mission understandable to everyone, both inside and outside the company. While the Why and How often focus on vision and differentiation, the What makes it possible to translate all of this into specific actions and goals.
INTERVIEW THEMES
The Mission Statement Interview
Formulating a clear Mission Statement begins with an in-depth interview with the organization’s leadership. During this interview, essential insights are gathered, which are then distilled into a concise and inspiring statement. This forms the basis for further development into the Cultural Manifesto and other frameworks, such as a Career Framework.
Personal Motivation: what personally drives you in leading the organization? What inspires you
Team Motivation: what motivates employees the most in their work within the company?
Unique Strengths: what distinguishes the organization’s approach and capabilities from the competition?
Ideal Client: who is the perfect client, and why is this client the best fit for the organization
Future Vision: What is your vision for the organization in three to five years regarding expertise, clients, and growth?
Challenges: what are the biggest obstacles to achieving this vision?
Required Development: what skills and capabilities need to be developed to reach the goals?
WRAPPING UP
A Mission Statement doesn’t just set direction; it creates meaning and strength within an organization.
A Mission Statement is not just a declaration; it is the foundation of your organization. It inspires, connects, and provides direction. By investing in a Mission Statement that clearly reflects the organization’s drivers, values, and goals, a foundation is laid for a culture that supports growth, engagement, and success. A strong mission makes it possible to build a forward-looking culture in which everyone feels connected to the shared goal and proud of their contribution to the organization’s vision.
EXAMPLES FOR INSPIRATION
Inspiration: examples of inspiring Mission Statements
A well-chosen Mission Statement speaks to the core of the organization, reflects its values, and is often a combination of conciseness and a powerful message. Inspirational examples from other companies can help in finding the right tone and content that best fits the organization.
VOORBEELD - APPAREL INDUSTRY
NIKE
Why: To bring inspiration and innovation to every athlete in the world
How: We create groundbreaking sport innovations, make our products more sustainably, and build a creative and diverse global team.
What: We design, manufacture, and market athletic apparel, footwear, and equipment
EXAMPLE - ENTERTAINMENT INDUSTRY
PIXAR
Why: Creating immersive characters and heartwarming stories for audiences of all ages.
How: By combining groundbreaking technology with excellent storytelling to produce innovative animated films that entertain, inspire, and endure as timeless classics.
What: We make animated films (such as Toy Story, Finding Nemo and Inside Out).
EXAMPLE - CREATIVE/MARKETING INDUSTRY
BIG SPACESHIP
Why: Our ambition is to create innovative and engaging digital experiences that captivate and connect audiences.
How: By combining design, technology and storytelling, and working closely with clients to develop tailor-made digital strategies.
What: We are a creative digital agency, specializing in designing and executing digital marketing campaigns, websites, applications, and interactive experiences that help our clients achieve their digital goals.
EXAMPLE - B2B SAAS INDUSTRY
MAILCHIMP
Why: Empowering our customers to grow their businesses.
How: Supporting our customers in delivering marketing that people love.
What: We offer an all-in-one marketing platform that is simple for small businesses and powerful enough to enable big businesses to scale.
EXAMPLE - TECH INDUSTRY
PHILIPS
Why: Improving people's lives through meaningful innovations.
How: Delivering solutions for healthcare and well-being, and creating safe living environments.
What: We provide innovative products and services across the entire health continuum.
EXAMPLE - STREAMING PLATFORM
NETFLIX
Why: We believe that great stories have the power to connect people across cultures and create shared experiences.
How: By creating, promoting, and offering the world's best streaming content.
What: We offer a wide range of TV shows, movies, documentaries, and more, available on thousands of internet-connected devices.
EXAMPLE - CONSULTANCY/ADVISORY
IDEO
Why: Improving lives worldwide through design and innovation.
How: We collaborate with customers to discover new market opportunities, develop products and services, and implement organizational and process changes.
What: We design products, services, and experiences that improve people's lives.
EXAMPLE - FINTECH INDUSTRY
ADYEN
Why: Enabling companies to grow and expand globally
How: By connecting businesses to the world through a unified solution for accepting payments, regardless of where customers are located or which payment methods they prefer.
What: We offer a global omni-channel payment platform that helps businesses accept payments online, in-store, and on mobile devices, simplifying the payment process for both merchants and customers.