Five Considerations for Building Your Company’s Mission & Values
Many of our favorite companies and household brands have a recognizable mission that we all understand. It’s concise, easy to memorize and rolls off the tongue nicely. Most importantly, it is integral to the company’s DNA and positioning. A few examples come to mind:
Google – “To organize the world’s information and make it universally accessible and useful”
Nike – “To bring inspiration and innovation to every athlete in the world”
McDonald’s – “To be our customers’ favorite place and way to eat and drink”
Although only a short phrase, we can assume it took a while to reach the final versions above. Behind every mission statement and core values should be a robust internal communications strategy that engages your team for buy-in from start to finish.
Three years ago, one of our longstanding clients – Capstone Communities – came to us for guidance on strengthening its mission statement and core values. It was a privilege to lead them through this important process as their team and company footprint were growing significantly.
After more than a year’s worth of strategic planning, employee buy-in and feedback, multiple drafts/revisions and a rollout strategy, we developed the following mission statement and values which the Capstone team felt was authentic to their company.
Mission Statement: Our mission is to be an innovative company dedicated to serving people, building community and delivering exceptional experiences that stand the test of time.
Capstone Pillars: Family, Integrity, Focus, Autonomy, Flexibility and Innovation
If it’s time for your company to develop a mission statement and values from scratch or refine what you have currently, here are five considerations to keep in mind before embarking on the process.
1. ASK YOURSELF “WHY NOW”?
Your mission statement is the heart and soul of your company. Before putting pen to paper or forcing an unnecessary deadline, take enough time for introspection. What is the core purpose of your business? What values drive your team?
Reflecting on these questions lays the foundation for a mission statement that truly resonates. For Capstone, celebrating its 10th anniversary in 2022 signaled an opportunity to revisit the company’s foundation and re-engage their tight-knit team during a season of tremendous growth.
2. BE AUTHENTIC & SELF-AWARE
Authenticity is the cornerstone of a compelling mission statement. It can be tempting to craft a statement that sounds flashy or impressive, but if it fails to portray your brand’s identity, it sounds forced and rings hollow.
So, how do you ensure it sounds authentic? Ask folks inside and outside of your team. For Capstone, we spoke with a wide variety of both internal team members and external stakeholders whom Capstone leadership considered close allies who could effectively describe what makes them unique.
3. ENGAGE YOUR TEAM EARLY & OFTEN
Unveiling a new and shiny mission statement should never be a top-down statement that comes as a surprise to your team. Bring your teammates on the journey as soon as possible and keep them informed every step of the way. Gather input, hold brainstorming sessions and ensure the final product resonates.
During the Capstone mission statement process, we spoke with 25 different team members and five external partners to help inform our direction. Beyond team interviews, we surveyed the entire team and gave opportunities for input by facilitating a mission statement workshop during the company’s annual summit. When your team feels a sense of ownership, they are more likely to serve as a champion for your mission.
4. EMBRACE THE LONG GAME
Building a mission statement and values shouldn’t be a short or painless process. It requires soul searching, brainstorming, researching other companies and competitors, and potentially a healthy dose of disagreement. When it feels right, you’ll know if it’s something that will stick.
Building Capstone’s mission statement was a year-long process that required interviews, surveys, workshops, multiple planning calls, internal meetings, drafts and revisions which all took place behind the scenes. Coming to the finish line isn’t always a linear path, but as Nick Saban likes to say, trust the process.
5. ROLL OUT & REFINE
Once you finalize your mission and values, the worst thing you can do is let it sit on a shelf and collect dust. Know your audience and find ways to bring it to life organically and authentically that will excite your team.
When introducing Capstone’s mission statement and values, we created the “Capstone Olympics” exercise at their annual summit to encourage team members to channel their new mission and values with a competitive spirit. Breaking up the company into six teams, we developed a series of six “Olympic” activities designed to put a specific core value (or “Capstone Pillar”) into practice.
If for some reason your mission doesn’t stick, be open to refinement based on your team's feedback. A mission statement isn’t set in stone, but instead a living concept that can and should evolve with your company and culture.
OUR TAKEAWAY IS THIS
Crafting a powerful mission statement and values requires a blend of patience, introspection, buy-in, authenticity and flexibility. Remember that your mission is not just a statement; think of it as your glue, your backbone and your compass to create impact and sustain growth.