A good mission statement isn’t about clever words. It’s about clarity.
The best mission statements do two things:
- They help you decide what you do.
- More importantly, they help you decide what you don’t do.
When resources are stretched and prioritisation is critical, your mission should give you the confidence to say “no” more often than “yes.”
We often pack in buzzwords - empowerment, systems change - I’ve definitely done that myself. But a mission statement isn’t meant to inspire funders or impress at a conference. It’s a tool:
🔹 For leaders, to make tough strategic choices.
🔹 For teams, to know where to focus.
🔹 For partners, to understand your unique role.
Recently, I was with a client and their team running a workshop, and I asked them what their vision and mission were. Whilst a number were fairly new, I was still surprised by how few knew what it was or even came close.
I never expect it to be word perfect - I have a terrible memory myself. Even when I was CEO of Living Goods and met quarterly with new team members to walk through our history, vision, mission, and values, I kept a cheat sheet!
But I did know it. And even if not word for word, I knew the essence and so did most of the team.
So when a mission isn’t being lived and breathed - when team members only read it during recruitment, or leaders only use it in external speeches - that’s when I think it’s not reaching its full potential.
Visions can overlap across organisations. But your mission should be distinct - anchored in your theory of change, guiding what only you will do. And yes, sometimes that makes it sound a bit dry. That’s okay. Clarity beats poetry when it comes to strategy.
Mulago are famous for the “8-word mission statement.” I love it - it forces you to get to the heart of your work. But in practice, I’ve often found I need to add context: the “who” and the “how.” Otherwise, it can’t serve as a real prioritisation tool.
What do you think - does your mission statement help you make choices? Or is it more decoration than direction?
I love helping leaders rediscover the clarity behind their mission - not necessarily to rewrite it (sometimes that is needed), but to make it truly lived again.
Warmly,
Liz
Strategic Advisor | Former CEO | Founder, Volante
Based in Kenya, available globally
