Mission

A mission statement is a short statement of an organization's purpose, identifying the scope of its operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation. It may include a short statement of such fundamental matters as the organization's values or philosophies, a business's main competitive advantages, or a desired future state—the "vision". (Wikipedia)

A mission statement is not simply a description of an organization by an external party, but an expression, made by its leaders, of their desires and intent for the organization. The purpose of a mission statement is to focus and direct the organization itself. It communicates primarily to the people who make up the organization—its members or employees—giving them a shared understanding of the organization's intended direction. Organizations normally do not change their mission statements over time, since they define their continuous, ongoing purpose and focus. (Wikipedia)

According to Forbes, the following questions must be answered in the mission statement:

    • "What do we do?" The mission statement should clearly outline the main purpose of the organisation, and what they do.
    • "How do we do it?" It should also mention how you plan on achieving the mission statement.
    • "Whom do we do it for?" The audience of the mission statement should be clearly stated within the mission statement.
    • "What value are we bringing?" The benefits and values of the mission statement should be clearly outlined.