81% of employees who worked for organizations with a strong mission state that their stakeholders trust their leadership team; in those that do not, the figure is 54%. It is likely that your organization has a stated mission and vision. After all, both criteria define and defend what your company stands for. Aaron Rodriguez, a business optimization expert, explains the true importance of mission and vision in a company that wants to achieve a strategic plan. 

Experts like Rodriguez hope that your organization is at the “Top of Mind” of your customers and that is why he wanted to delve into the topic where you can find out all about the mission and vision in the framework of strategic planning. “Despite the importance of a mission and vision, many organizations still don't have one in place, which sets their efforts in the right direction,” Rodriguez points out. “And of course, we find other organizations that transpire their mission and vision and are imperceptibly transmitted to the experience of their customers and users.

The mission is the statement of the organization's purpose and focus; it is a brief description. In simple terms, it explains what the company does, who it serves and what differentiates it from competitors. It is used to provide guidance, direction and inspiration to employees, while telling customers what they expect from the business.

Well-crafted mission statements serve as filters to separate what is important from what is not. They clearly state what markets will be served and how, communicate a sense of intended direction to the entire organization, and some even become the company's core advertising.

”A genuine mission statement determines the direction of the company and its strategic planning. The mission statement tells what the company is currently doing to reach the state it wants to be in. For this reason, it is used as the “North Star” that reiterates the path that the strategic planning of any organization must follow,“ Rodriguez explains. 

A clear mission sets the boundaries that allow team leaders to delegate both responsibility and authority. The mission is to an organization what a map is to a tourist, and provides a framework for thinking about the entire organization and conducting successful strategic planning. Strategies should not be created in a vacuum; they should focus on the stated mission of the company.

On the other hand, the mission drives and enhances team engagement. Employees who fall in love with their work experience higher levels of productivity and engagement and express loyalty to the organization as they develop with it. According to Rodriguez, mission-driven workers are 54% more likely to stay with a company for five years and 30% more likely to become high performers than those who come to work with only their paycheck as a motivator. 

To this end, it is critical that mission statements reflect a commitment to a social contribution to the community they serve. Likewise, when hiring a new employee, it is important that the new hire knows what the company does and where it is going. The mission statement forms the basis for consistency with the entire team and organization. The entire team will be focused on the same mission, which leads to greater effectiveness and efficiency.

Knowing the mission drives leaders to prioritize what matters most to customers and employees to improve the company and its services, and drive the business toward longevity and success. Clarity of mission facilitates continuous assessment because it will know exactly what to measure and how to measure it, enabling continuous improvement in the organization.  

Once evaluated, change processes will follow. Rodriguez says, ”Change can be difficult for many people because they feel insecure and out of control. If the mission is clearly defined, team members will be more open to change and see how it can help the organization achieve its mission. This will foster a culture that embraces change and allows for it to be used when needed."

Ultimately, the mission statement guides corporate strategy, which, in turn, guides marketing strategy. All marketing activities should be related to and supported by the organization's mission. It is important to emphasize that when the mission is clear and forceful, it becomes a slogan that makes an impact without the need to add more. It becomes a mutual reinforcement between the mission and the marketing strategy. 

About Aaron Rodriguez

Aaron Rodriguez is an expert eCommerce consultant in Latin America. He helps businesses throughout the region optimize all of their eCommerce operations to increase sales and retain customers, and also has extensive experience in the development of strategic and external alliances to promote departmental and organizational objectives. He has traveled extensively throughout Latin America to assist a number of companies and, when he's not traveling, he dedicates all of his available time to his wife and children. 

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