Mission statements are often associated with not-for-profit organizations, but they are not exclusive to 501(c)3s. For-profit ventures may also have a mission statement. A mission statement is useful for any type of organization and that includes Freelance consultancies.
Like all other organization leaders, Freelancers periodically need help to focus on our organization’s purpose, especially as we readjust business models and pivot and do whatever else it might take to stay relevant and solvent as the marketplace ground shifts beneath our feet. Keeping the company mission statement in mind guides leaders as we make decisions and adjustments along the way, ensuring that the soul of the organization remains viable.
Further, the mission statement shows company leaders and staff how to concisely communicate the purpose of our organization to potential clients. There is a close parallel between the mission statement and your elevator pitch.
So what exactly makes a mission statement? The company mission statement explains the organization’s purpose and intentions, usually in two or three short sentences. The mission statement concisely sums up what the organization is about for the public, for its customers and target markets and for the executive team, board of directors and support staff, who will be reminded that the products and services provided must reflect and advance the company mission and achieve its goals.
- What the organization does
- For whom the products or services are intended
- Why the organization provided its products and services
The mission statement differs from a vision statement, which in one or two sentences describes how the world will look when the company mission is achieved. The vision statement is inspirational and aspirational. The mission statement gives an overview of how the company will realize those intentions. The company’s (mission-critical) fundamental goals are actions the company takes to enable the mission and realize the vision.
So Freelancer friends, I respectfully suggest that another worthy item for your summer to-do list is to write a Mission Statement for your consulting practice. Should you decide to also write a Vision Statement, the inimitable Sir Richard Branson recommends that brevity is key and that you keep in mind the 140 character Twitter template to help yourself create an inspirational statement that you can keep real and make memorable. Branson also recommends that you keep in mind both internal stakeholders (employees) and external stakeholders (clients) when writing either statement.
OXFAM (Oxford, England)
- Vision Statement “A just world without poverty.”
- Mission Statement “To create lasting solutions to poverty, hunger and social injustice.”
AMERICAN SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS (New York, NY)
- Vision Statement “That the United States is a humane community in which all animals are treated with respect and kindness.”
- Mission Statement “To provide effective means for the prevention of cruelty to animals throughout the United States. “
SONY CORPORATION (Tokyo, Japan)
- Vision Statement “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.”
- Mission Statement ” To provide customers with kando, to move them emotionally and inspire and fulfill their curiosity.” (Kando translates as the power to stimulate emotional response or emotional involvement.)
Thanks for reading,
Photograph courtesy of the Boston Public Library The William Vaughn Tupper Collection “Cairo (Egypt) Streets and People” circa 1891-1895