A company's mission is more than just a written phrase. It's the guiding principle that directs the decisions and actions we must take to achieve our goals; it's the backbone that supports the structure of our business.
The mission is the compass that should guide the decisions of the company.
The mission of a company, what is it?
None of the large companies worldwide is adrift in the market; They obey a guideline or commandment in which each and every one of the parts that make up the company are articulated. Therefore, it is essential that the company, from its conception on paper, has a clear and well-defined mission.
A company's mission is its very essence. In other words, its mission is the enduring definition of what the company does, its reason for being, its core purpose or activities, the function of its products, its focus on the customer, what sets it apart from others, and its very way of being.
The mission can be defined from these different points of view or in a combination of these. Generally, it is used to establish the mission, the element or elements in which the company stands out.
Also, this definition must answer the business questions of Who are we? o What do we do?, in such a way that it can make a difference with other companies in the same market.
Difference Between Mission and Vision
It is very common for people to confuse mission for vision. There is a particular difference between these two concepts and they have diametrically opposed views.
The mission is conjugated in the present, here and now; she tells us who we are or what we do as a company in the market. For its part, vision refers us to the future, to the way we see ourselves after a while; that is, what we will be or what we will do.
Although they seem simple, both elements contain powerful statements that can change the direction or structure of a company. What we are now determines our way of working and how we will see ourselves in the future, the modifications that we will have made.
If you would like more information to help you develop your business, we invite you to read our article on the structure of a company , where you will find tips that will help you achieve success in your business.
What is the importance of a company's mission?
As we mentioned before, no company is in the market adrift. The mission fulfills the important task of maintaining the orientation of the decisions and actions taken within the business organization.
Every company needs to establish a purpose, and this is generally driven by the passion of the company's directors, to the point of becoming the backbone of the organization. This is the primary importance of a company's mission.
In the organizational climate
The importance of a company's mission lies in the need to create unity in the objectives of the different areas of an organization. As the backbone, it ensures that each area is aligned with its purpose.
This articulation will share emotions, sensations and impressions in common within the company; therefore, they will be able to establish a clear and defined organizational climate.
By managing to create its own organizational climate, the company will begin to develop a particular personality. This will guarantee the establishment of a difference with respect to the others.
To learn more about this topic, we invite you to read our article on organizational climate ; there you will find the steps to evaluate it effectively.
In management and decision making
On the other hand, the corporate mission constitutes the north of the company. If this is clearly defined, it will serve as a focal point to analyze and make the pertinent decisions that lead to the actions attached to its statement.
This will avoid distorting the use, purpose or reason of the organization. In this sense, it will be a tool to dissuade those who do not feel identified with the company or want to divert their participation in it.
In setting goals and objectives
The importance of a company's mission also lies in establishing objectives and goals aligned with its purpose. We must understand that objectives and goals are the different levels that ensure the fulfillment of our mission.
The objectives are tangible and represent a point in time where the validity of our mission is evaluated. Each of these represents measurable steps that will tell us if we are properly oriented and if we are really connected to our mission.
In the distribution and allocation of resources
As we mentioned before, the mission as the backbone of the organization of the company, will serve as a link between its different areas. In this sense, the allocation or distribution of resources will be influenced by it.
If our company's mission is to satisfy customer needs, the greatest resources will be allocated to the area of research and production. If instead, our mission is to lead the market, possibly the marketing area will receive huge contributions of resources.
in motivation
It is normal for any company to face difficult situations from a financial point of view. The corporate mission at this time can act as the heart or passion that helps maintain the focus and motivation of its members.
In the relationship with customers
The mission of a company is vitally important for attracting customers. With it, we will be able to present our tools and ways of operating both in production and in the market to customers.
The mission generates greater confidence in customers if it is adjusted to the results of the company. Likewise, it can influence customers to change the perspectives of our products.
Characteristics that the mission of a company must possess
A characteristic element of a company's mission is that it must endure over time; however, it is subject to potential modifications during the company's development when it no longer satisfies its reason for being or purpose.
From the structural point of view, the business mission must meet certain characteristics. These will help to fulfill the purpose of the same, without being confused with the vision, objectives or values of the company. Next, the most outstanding:
- It must be a description of the company in a clear and concrete way.
- It implicitly highlights the importance of the organization and is understandable for the entire company.
- Customers are oriented through the company's products or services.
- It clearly establishes the focal point where the company's actions should be directed.
- Deepen the work of the company.
- It is based on the possibility of growing and being able to break organizational barriers.
- They are open to changes and regular updates as the company evolves.
- Communicates the ethics and values of the company.
The mission is generally confused with the vision, values or even the slogan of a company. However, the mission is more of an introspective definition of the company.
A company's mission cannot be delegated to a specific department. This department is the building block that multiplies within the company and, therefore, is usually established by the owners.
How to develop the mission of a company?
First, it's important to clarify that a company's mission must be accompanied by action. Therefore, to establish a mission, one must be certain of having the necessary tools to fulfill it.
In addition to the above, it is necessary to define in principle the field of action of the company and its response capacity. These elements will be decisive to attribute the characteristics of the mission, attached to those expressed above.
The field of action refers to the range of products and services with which you want to compete in the market. Likewise, commercial strategy actions that will give life to the prosperous development of the company and where its economic activity will focus can be included in this precept.
For its part, the response capabilities of the company refers to the resources available to the organization to serve the market in which it will enter. These may give an idea of the comparative advantages that will differentiate our company from the others.
Next, we present in a detailed and organized way, the steps that you can follow to develop the mission of a company, without overlooking the elementary details of the company.
Basic questions to develop the mission of the company
A company's mission typically links two or more elements. One focuses on our company and what we do, while the other relates to our customers or environment.
It should be remembered that the mission is a clear and concrete statement of the company's self-definition. Therefore, in response to the elements that we want to highlight in our organization, it is essential that we answer the following questions:
- About us?.
- What do we do?.
- How do we do it?.
- What is our purpose?
- Why do we do it?, among others.
We must ensure that when developing the business mission, at least one of the questions we have asked ourselves is answered. This seeks to make clear the imprint of our company in the statement, which will differentiate us from the competition.
It is recommended that a list be made answering each of the questions indicated. In doing so, we must assess which of these answers can best characterize us as a company or which highlights our potential.
Establishes the relationship that strengthens us
Having determined the first part related to the self-definition of the company, we can proceed to establish the relationship that strengthens us. That is, determine the interaction that places us in the context of our ability to enter the market.
For this, it is very useful to make a new list with the elements with which the company is related and/or the means by which these are carried out. These elements are usually:
Customer related
- Target audiences.
- Your needs.
- Your preferences.
- The type of client.
- Your loyalty to the company.
Related to company values
- Principles that govern the ethics of our company.
- The predominant emotions.
- Human values.
Related to products or services
- Characteristics of our products or services.
- Quality standards.
- satisfaction they provide.
- Advantages of them.
Related to company processes
- Applied technology.
- Quality controls.
- Production quantities.
- Tools used.
- Systems update.
Related to added value
- Comparative advantages.
- Differentiation with the competition.
- Additional benefits.
- Promotions
environment related
- Impact on the environment.
- Support to society.
- Values in common with the community.
- social welfare.
- Private interests of society.
The elements indicated above are some ideas with which the reason for being of the company can be related. There are many others that may be linked to a better extent and will depend on the nature of the company.
Having defined the elements to incorporate in the development of the mission, it must be borne in mind that they must be complemented in a natural and spontaneous way, avoiding coercing the relationship in such a way that it is glimpsed in a forced relationship. For example, linking a hunting products company would be diametrically opposed to a relationship with a positive impact on the environment.
You must always remember that the mission is clear and concrete statements. However, they must have in their words the intrinsic message of the company's relationship with the additional element or elements that strengthen it.
In view of the above, let us suppose a company that produces poultry feed, where the quality of the product and its relationship with the differentiation of the competition stand out. Its mission could be developed more or less in these terms: «to provide the high quality protein solution for the development of strong and productive poultry».
Develop several missions before deciding
When evaluating the elements to consider for developing a company's mission , you'll likely find several options that perfectly match what you're looking for. In this case, don't rule out any possibility and evaluate them all.
It is important that for the development of the company's mission, you have a team that can guide you in selecting the most appropriate according to what you want. To do this, you could submit to a vote within those involved in the development of the company.
You can consult with the different areas of the company where they will possibly broaden your perspective of what is required to be stated in the mission. There may also be the possibility of combining several missions that end up developing a more complete one.
You decided the mission of the company, time to make it known
Having the definitive mission of the company, it is time to make it known to all the participants of the company. To do this, you must have previously completed an exhaustive review of grammatical and spelling elements; remember, this will be published to as many people as possible.
Publishing a company's mission statement should take into account the marketing resources available to the company and those that need updating. From a simple printed sheet of paper to the creation of a banner, it's essential to ensure the use of the most effective mass communication channels.
Generally, posters are posted in all areas of the organization in such a way that they are visible to all company workers. However, given the technological advance, lately digital media are used to publicize what is considered convenient.
Some examples of large company missions
Companies of international stature really know how to show off their respective missions. None of them has evolved to where they are without being clear about the mission they developed at some point. Here we present:
Amazon
The mission of the most valuable company in the world, little or nothing has changed since its launch in 1995: “to become the most customer-centric company on the planet, where customers can find and discover anything they want to buy online. , and strives to offer its customers the lowest possible prices.
The internet giant developed a mission to “organize the world's information and make it useful and accessible to everyone”.
Apple
The apple logo and one of the most successful companies on the planet developed the mission of "offering the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and technology solutions. Internet".