At Facet 58 Consultants, we know the importance of a powerful mission statement. When your vision, mission, and values are well-crafted and tailored to your audience, including prospective customers and/or donors, you have done the hard work of communicating who you are, what you do, and what you aspire to achieve.
How many times have you read a vision, mission, and values statement that leaves you wanting more? We’re guessing its hundreds of times. So, what works and what pitfalls should an organization avoid? To answer these questions, we set out to create a rating system for “mission” statements, categorizing them into the “Good,” the “Bad,” and the “Ugly.”
Here’s a look at our rating criteria and how some well-known companies and organizations stack up.
The Facet 58 Mission Statement Rating System
- Good: These mission statements are clear, concise, specific, and inspiring. They effectively communicate the organization’s unique value and motivate stakeholders.
- Bad: These statements are vague, overly generic, or filled with jargon. They lack the specificity needed to connect with the audience and differentiate the organization from its competitors.
- Ugly: These are the most problematic mission statements. They are either overly complex, misaligned with company values, or so generic that they fail to serve any meaningful purpose.
Real-Life Examples
- UBER: “To help people go anywhere and get anything and earn their way”
- Rating: Bad
- Analysis: Uber’s mission statement is so broad and lacking in specificity that it’s completely unclear what the organization does or how it achieves its goals. It misses the mark on telling the story of how Uber revolutionized the way people think about transportation. Instead, it tries to address multiple themes without connecting them clearly to the core mission, and it doesn’t identify a specific audience or actions. It’s ultimately confusing.
- TESLA: “To accelerate the world’s transition to sustainable energy, we build products that are designed to replace some of the planet’s biggest polluters.”
- Rating: Good
- Analysis: Whether you agree with the company’s mission or not, Tesla has articulated a statement that is clear, specific, action-oriented, and inspiring. It directly states the goal of transitioning to sustainable energy, making it easy to understand and motivating for stakeholders.
- COCA-COLA: Our vision is to craft the brands and choice of drinks that people love and enjoy, to refresh them in body and spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.
- Rating: Ugly
- Analysis: First of all, we are total grammar nerds here at Facet 58 so this statement is like fingernails on a chalkboard. Even if we overlook the obvious errors, however, the statement is unnecessarily long and tries to cover multiple ideas, making it less impactful and harder to digest. There are no specific details about the company’s actions or initiatives, nor does it specify how the organization will achieve its vision, making it less actionable and harder for stakeholders to connect with. Where’s the fun? Where’s the emotional connection?
Conclusion
At Facet 58 Consultants, we believe an effective mission statement is the cornerstone of any successful organization. It should resonate with both internal and external audiences, serving as a clear guidepost for all actions and decisions. What our rating system highlights is that many companies, even some of the world’s largest and best known, sometimes miss the mark. By focusing on clarity, specificity, and authenticity, organizations can craft mission statements that truly reflect their values and drive meaningful engagement.
Whether you’re a non-profit, a tech giant, or a small business, the key takeaway is to ensure your mission statement isn’t just words on a page. It should be a genuine reflection of your purpose and a beacon for your journey forward.
Send Us Your Mission Statements!
We’re going to turn this into a regular feature and would love to rate your organization’s mission statement (or someone else’s). Send us your statement, or one you found on the internet, and we’ll apply our “Good, Bad, Ugly” rating system. Let’s see where you stand — and how we can help you craft a mission statement that truly resonates! Reach out to us at info@Facet58Consultants.com to get started.