Upon doing some research into existing businesses mission statements, we found that most were relatively broad and brief whilst giving a good indication of what that business stands for and perhaps even how they operate. For example, Starbucks’ mission statement is, ‘To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time’. From this statement anyone can construct a vague understanding of what Starbucks do and what they believe in without even knowing anything about the business. However, businesses such as Nike prove that a mission statement can even be much more broad than this. Their mission statement is, ‘do everything possible to expand human potential.’ While this does not exactly tell us much about Nike and how they operate, it gives an indication of their ideologies and could possibly be a nod to how diverse and large their product range is.
With this in mind, we deemed it best to create multiple mission statements and then decide on the most suitable out of the lot. Some possible ideas we came up with included:
‘To inspire and support a healthy body and mind for the masses.’
‘To achieve the best version of yourself one day at a time.’
We evaluated both mission statements and whilst we thought they were not bad, it could have been better. For instance, we thought the ‘for the masses’ part of the first mission statement disconnected us from our consumers/customers and was a little too unspecific. Whereas the second mission statement suited our idea of ‘adjusting’ to a healthy lifestyle, we thought that it did not really express our businesses ideologies or beliefs at all and was somewhat too systematic for a mission statement. Therefore, for our mission statement we decided to go with our third idea of:
‘To provide the freedom that comes from a healthy body and soul.’
We deemed this mission statement to be a perfect middle ground of being able to be open for interpretation whilst presenting a glimpse of what Adjust is about and its ideologies.
Synergy Media 