Company culture statements are crucial to the foundations of company culture itself. The fundamental culture statements are purpose, mission, vision, and core values statements, each playing a unique role in shaping the workplace environment and guiding the behaviors of employees. In order to create powerful statements that resonate with all team members, we first have to know exactly how each statement is defined and the significance it holds within the organization. It’s easy to get it wrong, as vague or misaligned statements can lead to confusion and disengagement among employees, which ultimately affects overall productivity and job satisfaction. Therefore, a thorough understanding and careful consideration in crafting these statements are essential for fostering a strong and cohesive company culture that aligns with organizational goals and inspires individuals to contribute meaningfully.
First let’s talk about the purpose statement. This is the WHY of why the company exists and does what it does. It should be one concise yet powerful sentence that captures the essence of the organization. It should also not say much about the actual products or services, focusing instead on the deeper purpose behind them. Something else about purpose statements you might not know is that they are intended to be for the employees internally rather than for the customers and therefore usually isn’t posted on the website or materials like the mission, vision, and core values are. In essence, it should inspire and resonate with employees, creating a sense of belonging and commitment, while serving as a guiding light for all business decisions and actions. This intrinsic motivation can lead to greater employee engagement and productivity, as staff members feel they are part of something larger than themselves. Most of the time, the purpose statement has something to do with helping people in some way, reflecting a commitment to social responsibility and community well-being, which ultimately strengthens the bond between the company and its stakeholders while also contributing to a more positive corporate culture. Such a purpose can also encourage collaboration and foster innovation, as employees are energized by a shared ideal that aims to make a meaningful impact in the world.
Purpose statements are for companies that strive to make a positive impact on the world, such as those emphasizing sustainability, innovation, and customer-centric values.
For instance, a prominent tech giant may focus on empowering individuals through technology, aiming to enhance everyday life and foster creativity. Another example might be a leading food brand that dedicates its mission to promoting healthy living and responsible sourcing, ensuring its products contribute to both individual well-being and a sustainable future. These purpose statements not only reflect corporate values but also resonate with consumers who prioritize social responsibility and ethical practices in their purchasing decisions.
A lot of times, the purpose statement starts with “We exist to…” which often serves as a foundational sentence stem. This phrase not only reflects the striving goal but also establishes the driving force that motivates the team and aligns their efforts towards that common goal. By articulating a clear purpose, companies can inspire their employees, influence their decision-making processes, and enhance their overall brand identity.
It’s important to expand upon this statement by detailing the specific values and objectives that underpin the purpose, as well as how these elements contribute to the greater good. Ultimately, a well-crafted purpose statement can foster a strong sense of community and passion, encouraging individuals to connect deeply with the organization’s vision and mission.
For example, with collaboration from the leaders in the organization, I wrote the purpose statement for Flowtrac. They sell inventory management software, which is a software that has to do with barcoding, tracking materials in a warehouse coming and going, and being able to accurately report on inventory. The purpose statement we wrote was this:
Flowtrac exists to help people manage what’s important to them.
(flowtrac.com)
One thing that is great about this purpose statement is that it’s not about inventory management software, which is what the company makes and sells; yet we can easily imagine how “to manage what’s important to them” can translate into offering software that helps people manage their stuff more efficiently and meaningfully. This emphasizes not just the functionality of the product but also its relevance in everyday life. Secondly, it’s a statement that employees can get behind and recognize the true reason they go to work—the higher purpose of what they do, which is to help lower people’s stress and burdens that result from not being able to manage their stuff effectively. We all know what that’s like, feeling overwhelmed with clutter and chaos, and we all want to help with that, often taking action in our lives in other areas. The statement transcends the business and embodies a purpose that can be applied anywhere, everywhere, and for everyone—focusing on fostering an environment where individuals can lead organized lives, thereby enhancing their overall well-being. This mission ultimately strives to help people manage their lives and well-being by giving them a helping hand with the details of their lives, emphasizing the importance of support in navigating the complexities of modern living. Finally, the statement is effective because it is concise. It’s not bloated with fluff or an attempt to sound extra impressive but rather resonates with clarity and intention, empowering both employees and clients to align with its vision and purpose.
So how could a company get wrong the writing of their own purpose statement? There are a few common mistakes that organizations often make during this crucial process. Firstly, they may fail to involve key stakeholders, resulting in a lack of alignment and commitment to the statement. Additionally, companies sometimes use vague and jargon-filled language that does not clearly convey their core mission, making it difficult for both employees and customers to connect with the purpose. Another common issue is neglecting to revisit and update the statement as the company evolves, leading to a disconnect between the articulated purpose and the current business model. By addressing these pitfalls, companies can create a purpose statement that truly reflects their values and inspires all who engage with the brand.
A company’s purpose statement must be carefully crafted, as it serves as the foundation for its identity and vision. It shouldn’t be done by some free online culture statement generator that produces generic phrases lacking depth. It must not be something that merely sounds good or could be applied to various companies without distinction. Instead, it should resonate with the core values and ideals of the organization. It must be the purpose that the founders originally intended, reflecting their passion, vision, and commitment to making a difference. What is the WHY of the company? This fundamental question should guide the creation of a purpose statement that encapsulates not only the company’s goals but also its impact on the community and industry. A compelling purpose statement can inspire employees, attract customers, and foster loyalty, ultimately contributing to long-term success and meaningful engagement.
Jordan Tate 