Simon Sinak’s much seen Ted Talk, “Start with Why” clearly shows how a mission statement can be used to attract your target customers. We are in an age where people buy from companies that align with their values or they feel a connection with.
Tell your story well and customers will come to you.
But it’s much more than that just attracting customers. Whilst a mission statement tells the world what you’re about, it also tells your staff what you want them to use as guiding principles and how they should act.
Having a clearly defined set of values tells your staff what the company believes and values. This will in turn tell them what to prioritise and what is expected from them.
Think of values as a set of principle driven rules that everyone understands and is expected to live by.