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  • Writer's pictureJulie Edge

Your Company's on a Mission: A Tip to Rally Your Troops

Updated: Mar 3

Business Owner Insight to Action

Do you know what your team is looking for in their jobs and in the company they work for? 

Well, here it is…A STORY. One that's bigger than themselves, relates to the WHY of your company, and shows them the important role they play.

When your employees can feel like their work is part of a mission, they play key roles in an important story. And even more than that, they understand how to put their gifts and skills to work in a way that matters, which gives them a feeling that they matter.

Like it or not, how they feel about their work drives how well they do their work.

So how do you invite your employees into your company's story?

You do that by articulating a clear and actionable Mission Statement that's linked to your Core Values.

But here's the problem, and it may or may not apply to your business. I have a hunch that your current Mission Statement isn't working that well for your team (assuming, of course, you have one at all). It's likely long, confusing, and unmemorable—something that was created in the boardroom and put in an employee handbook. It's potentially boring to your team (that is, if they can remember it at all), rather than being a force that unites and moves people forward. But, please tell me where I am wrong. 

Here are the three reasons most business Mission Statements fail to inspire:

  1. They do not address WHY the company is on a mission or WHY it is important.

  2. They do not include MEASURABLE PRIORITIES.

  3. They do not include an END DATE. 

In other words, most Mission Statements lack clarity and direction, and thus fail because they don't inspire your team to perform their day-to-day tasks and responsibilities. Which means you are missing a tremendous opportunity to unite your team on a shared mission—one in which everyone plays an important part. 

When you have a mission that matters, you can transform your organization. Imagine how much more engaged you and your team will feel when they know that the work they do every day plays a key role in your company's story. 

When your company has a clearly defined Mission Statement, you give your team more than just inspiring words. You give them clear, actionable direction. 

What I'm talking about is a Mission Statement that…

  1. Aligns your team to your company's WHY,

  2. Orients them to ECONOMIC PRIORITIES—the kind that drive revenue, profit, and growth, and 

  3. Informs them of WHEN they need to achieve those priorities.

When you have those 3 elements in your Mission Statement, you will…

  • Create unity and alignment around a shared direction

  • Increase engagement and productivity

  • Keep and recruit talent

If this sounds simple to you, good. That's the point. Articulating your mission in this way is powerful, clear, and actionable. And most of all, it is MEMORABLE and something that can easily be recited at the beginning of every team meeting. When you walk around your company, your team will be able to recite it on request…and with gusto. 

To ensure that your Mission Statement is memorable, each member of your team needs to be inspired by your company's WHY and to see how their work contributes to at least one of the economic indicators (and hopefully more than one). If their work doesn't fit, then there's an opportunity for change in your organizational structure.

Here's what one of my clients said about what their new Mission Statement has done for their team. 

"Following Julie's structure for a Mission Statement has united and inspired our team in ways I could never have imagined was possible. We recite the Mission Statement at the beginning of every leadership, department, and all employee meetings. Every member of the team clearly understands how their role fits in our company's mission in 2024. To drive it home, we posted the Mission Statement in bold lettering on the wall and added thermometers to show how well we are doing against our economic priorities. I'm blown away by the clarity and energy it has brought to how we are inspiring, orienting, and measuring our efforts in 2024." —Trevor Lewis, Chief Revenue Officer, InStore Design Display 

Want this kind of power and clarity for 2024? As one of Inside Edge Solution's strategic planning workshops, we can lead you through the development of a tailored Mission Statement that will get you and your team on the same page and moving forward together.

Reach out via email to, and we'll get started!


Julie Edge Ph.D., is chief strategist and founder of Inside Edge Solutions LLC, a boutique strategy coaching and consulting firm serving business owners seeking less chaos and complication in their business and more thriving in their life—both personally and professionally. Connect with Julie on LinkedIn at @drjulieedge

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