Definition: A Strategic Mission defines the unique purpose of an organization’s scope of operations. It is a high-level long-term plan that an organization aims to achieve.
A mission statement explains why the organization exists, its purpose, and what it serves. A mission statement supports the organization’s corporate strategy.
A strategic mission statement should be exciting and motivating and provide direction to the organization.
Importance of Strategic Mission
- It motivates organizations and employees
- It inspires customers
- It helps in strategic planning
- It helps in decision making
Examples of Strategic Mission Statements
- Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.
- American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
- Honest Tea: To create and promote great-tasting, healthy, organic beverages.
- IKEA: To create a better everyday life for many people.
- LinkedIn: To connect the world’s professionals to make them more productive and successful.
- Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.
- Nordstrom: To give customers the most compelling shopping experience possible.
- PayPal: To build the web’s most convenient, secure, cost-effective payment solution.
- Tesla: To accelerate the world’s transition to sustainable energy.
- TED: Spread ideas.
- Workday: To put people at the center of enterprise software.
Summary
A strategic mission declares why the business is vital. It guides employees and attracts an audience to the business. It supports the organization’s vision and helps the organization achieve their goals.