Leading Your Mission Statement to Success

Mission Possible

Think of this common business practice scenario for a minute: You’ve taken a lot of time and put a lot of brain power into creating the perfect mission statement for your company.

And so, you’re quite proud of it. After all, it’s your baby…

But what purpose does your mission statement serve in the day-to-day operations of your company? If your mission statement is something you truly believe in, then it’s imperative that it’s woven into the fabric of your company.

Creating a Road Map of Success

Why the mission statement must take a more prominent position

Mission and values statements are as important as ever. These define you as a company and shape your vision and trajectory for the future. They’re also a daily signpost for employees, a modeling tool that should emanate from every corner of the company.

We’re living in an age of unprecedented transparency.

Crafting simple, powerful mission statements is increasingly vital to your company. It’s as much a marketing and branding tool as it is a motivational tool for employees and company leadership.

On Mission and Values

Use your mission statement as a company-wide motivator

Businesses can embrace collaboration when it comes to creating a motivation or values statement.

A few years ago, my company, Veterans United Home Loans, decided to create a values statement that reflected our goals, our passions and our focus on serving those who have served our country. We opened the process to the entire company and solicited essays and input from everyone.

Common themes began to emerge, and bits and pieces of so many of those responses were woven into the end result. Today, our values (be passionate and have fun, deliver results with integrity and enhance lives every day) are displayed on walls and at desks across the company, at the behest of employees!

Giving people ownership when it comes to developing the long-term view and the core values of your company makes motivation a non-factor. These values have become ingrained in our company, and we reference them every day in so much of what we do, from marketing and loan processing to underwriting and closing.

Creating Values-Based Culture

How to make your mission statement a fun part of the company culture

Our values statement reflects the unique company culture we’ve worked hard to foster. Asking people to provide input and take an active role in the process can make it enjoyable, and it will be more likely to resonate long after you roll out the values and mission statements.

We decided to hold a themed “Rock ‘n’ Rollout” party to unveil and celebrate our three core values. Our CEO made a (gritty and not grand) entrance atop a motorcycle.

The unique theme and good time that followed left an imprint on our employees and underscored our commitment to having fun while striving to enhance the lives of veterans and their families.

Holding contests and competitions, or developing a tailored rollout event can help you present a mission or values statement with flair. If your employees love their workplace, they are much more likely to do a great job for you and, more importantly, your customers.

Showcasing Your Story

Your mission statement can tell your customers what you’re all about

Telling stories is a great way to showcase your values and mission. Share success stories and showcase how your product or service has helped your customers, and look for ways to highlight your values or mission within those narratives.

You can categorize these customer stories based on which of your values it represents. Use print, video and other multimedia tools to push these stories via social media and your company website.

There’s a simple journalism maxim every reporter has heard at some point:

“Show, don’t tell.”

It’s great advice for companies looking to showcase their values. You can repost your values statement or slap your mission statement on your company Facebook page, and most consumers will skim it if you’re lucky.

Showing potential customers and investors how your values translate into action is something different. Lead with your statement and use it as an introduction to your company for every person you come in contact with.

People like working with companies that create a connection.

You have your business, your vision, and now your mission statement. Own each piece and believe in it. If it truly defines what your company is about, then use it at every opportunity.

It will become the identity of your company in the minds of customers.

Weave your mission statement into every part of your business and you, your employees and your customers will all have something to believe in.


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Chris Birk
Chris Birk is the Director of Content and Communications at Veterans United
Chris serves his clients as the nation’s leading dedicated VA lender
Email | LinkedIn |  Web

Image Sources: tommyboland.files.wordpress.com

One response to “Leading Your Mission Statement to Success

  1. Chris, this is a great article. I love how your CEO made a big event over the unveiling of the values.

    I completely agree that the power of the mission and value statement is in how the company lives it out every day. When employees on all levels can embrace them, you’re able to live them out to your clients and community.


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