Why is having a mission even important for your brand?
It’s very easy to start a business, set up an organization or begin a movement. You can even start to have your sales and begin to command some attention here and there, but as the journey continues, the question that will always emerge in a bit is, “where exactly are we headed?” According to SBA (Small Business Association), 30% of every new business fail within the first two years and 50% fail during the first 5 years. In the face of such a staggering reality, only those who have a strong mission can stand. It has been said, “he who has a ‘why’ can stand any ‘how'”.
A lot of people just come up with something to make money, but fail to understand that the money comes only when there is a strong enough reason to pull it out of the owners’ pockets. Without a strong mission, profitability and growth will be seriously affected. You may start it, but it will not grow. So, what are the major reasons for a mission statement?
It gives direction
Your mission is the reason you’re in business. It is what makes you an asset to your potential clients. Your mission is what will make you to choose going to work even if you’ve been given a medal of freedom in your country and all bills (both past, present and future) are now handled by the government. This is beyond the money you’re making. It’s about the cause you’re legislating for.
It inspires trust and loyalty
You cannot win the trust and loyalty of your team without a strong mission statement. And this is not just what is written down on paper, but what is strongly adopted in every aspect of your business. It’s what controls the climate of your business environment. This is what team members see that makes them believe in you and become loyal to you with their talents.
It commands irresistible patronage
People buy from you when they perceive a mission that’s stronger than resistance. When they see a mission that’s all about them, their satisfaction, their success, etc., they become helplessly loyal to you. You know what? Everyone is selfish and no one cares about what you do. People are not interested in doing business with you until they see that you’re a hero (solver of their problems). When they see an unflinching commitment, competence and willingness towards solving their problems, they drop their guards and the money in their pockets begin to flow to you.
Business decisions are made more safely
When there is a mission, you make sane business decisions. Your mission serves as a filter with which you weigh your decisions. As a matter of fact, your mission helps you to track your progress and measure your success. Mission statement is not just a set of beautifully crafted words to impress and entertain those who come to your front-office or visit your website. It’s a force that gives direction and commands loyalty.
Having a mission is not known by having it written down. It is rather known by living it. If someone wakes you up and asks you for your mission, your ability to quickly remember it is the hallmark that you truly have one. When we come into your establishment and on asking your secretary for your mission, if they have to check your brochure before they can remember, it’s a sign you don’t have it.
Do you need to cross this gulf in your business establishment and have a really working mission statement? You’ve got your consultant here! Hire me!
I remain your clarity coach and your clarity remains my priority.