• Startup Guide: How to Write Vision and Mission Statements

    Startup Guide: How to Write Vision and Mission Statements

    Writing a Vision Statement: The Why

    “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online” – Amazon

    “Unleashing the power of innovation and collaboration to create cutting-edge security solutions that will empower you to bring your business into the modern era of interconnectivity.” – Sectigo

    “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” – Telsa

    “We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.” – TED

    Statements like these provide inspiration and direction for employees and other stakeholders, acting as a brand’s guiding light. A vision statement explains why a company exists at a high-level and coincides with the founder’s vision for a better world. And it should motivate employees, inspiring them to embody the company’s vision in their work every day.

    Writing a Mission Statement: The How

    “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” – Amazon

    “In an exploding digital universe with mounting security threats, Comodo CA is the only trusted partner with the industry expertise and innovative technology solutions to help customers seize the power of the digital age while avoiding its ever-evolving risks.”  – Sectigo

    “To accelerate the world’s transition to sustainable energy.” – Telsa

    “Spread ideas.” – TED

    Mission statements turn vision statements into action and should focus on the business’s more tactical aspects. TED’s vision of changing the world through the power of ideas is put into action at its events where big thinkers and idea-generators share their perspectives. A company’s mission should be operational, procedural, actionable, realistic, and coincides with the steps and hierarchy for success. And unlike a company’s vision, the “mission” has everything to do with doing – and mission statements have everything to do with what the company will do to make the world a better place.

    Both vision and mission statements guide everything from strategy, to procedural execution, to recruiting and hiring, to company culture as you scale. The statements should stem from your company’s elevator pitch, strategic plan and company values. Write these first, then use vision and mission statements to recap these materials so they can be understood by a wide audience.  

    Vision Is the Why. Mission Is the How. Now What Are You Waiting for?

    In working with clients on vision and mission statements, some of the most common questions we get are around length, rigidity of messaging and good examples:

    • On length: While many companies favor the one-liner approach, vision and mission statements can be as long as a couple paragraphs. 
    • On rigidity of messaging: A company’s vision and mission can and should evolve over time, as technologies and trends shape customer needs and preferences. The key is securing buy-in across the organization for any changes made, as vision and mission statements provide important templates for decision making.
    • On good examples: Google your favorite companies, both inside and outside your space. Look for inspiration, but don’t just copy their work. Your vision and mission should be blue ocean: uniquely yours to claim and conquer. Square, disruptor of all things payments, has one of our favorite vision statements: “Building the future of commerce.” Broad for growth and succinct for sharing.

    Want to see how Matter can help you craft vision and mission statements that will elevate your brand?

    Fill out the form below and let’s talk.

    Matter

    , , , ,

  • Going Organic in the Silicon Forest

    Portland thrives in the Silicon Forest (Photo courtesy of backpacker.com)

    Although I am one of the newest team members with Matter Communications, I have been doing this PR thing for while—eight years to be exact. During my early years in PR I saw the emergence of the smartphone app, the dawn of the very painful 2008 recession, and the rise of social networks like Facebook and Twitter. I learned early on that having a Swiss Army knife full of skills will make you invaluable to both bootstrapped clients and to your own firm. Part of me feels like I grew up in Silicon Valley. It’s where I first fell in love with consumer technology and really learned how to be a great PR person. I took my first steps as a professional there and learned the industry in and out, but like most hometowns in order to keep growing, sometimes you have to leave the nest.

    The first time I heard someone mention the “Silicon Forest,” it piqued my interest. From big data number crunchers to companies like Urban Airship and Simple, some cutting-edge trends were springing up in Portland, and many of tech’s most influential players were opening offices all over the Pacific Northwest.

    After a few visits, I knew it was for me.

    Working in Silicon Valley for almost a decade taught me a lot about hustle. I learned the power of forming authentic relationships and how to spot the difference between a brilliant idea and a brilliant pitch. Still, something was always missing for me—something never fit quite right. When I started meeting professionals in Portland—everyone from reporters and startup founders to deep thinkers and unicycle riders—things really started to click for me. (Not that the latter two are mutually exclusive!)

    Having been in Matter’s Portland office for just over two months, I can honestly say that I am continually impressed and excited about what makes the Silicon Forest thrive. Portland’s tech scene offers all of the core things that made the Valley special, and so much more. In the Pacific Northwest, environmental sustainability isn’t an afterthought and important conversations around diversity in tech come up organically. Startups aren’t just creating fun products—they’re creating culture and real change. It’s really a beautiful thing!

    Establishing myself as a PR professional in Portland’s lush Silicon Forest has been a remarkably natural process, some could even say it’s been very organic. During my time in Portland, everyone I’ve encountered in tech has shown a genuine eagerness to connect me with their circles, and forge real connections over a local pour-over cup of coffee.

    For me, that drive to form authentic, organic relationships is what really sets Portland’s Silicon Forest apart.

    People here love genuine. They love real conversations and getting to know you, your company, and how you might be able to make something together. And I love genuine too.

    Sure, I might have been swayed by the abundance of delicious craft beers and artisan donuts, but Bridge City is definitely for me!

    Matter

    ,
    , , , , ,