Take this Mission Statement Test

Quick! Right now! Grab a piece of paper and write down your company's mission statement. Can you do it? Can your employees do it?

If you don't do another thing after reading this, at least try this test. Gather your management team, staff, or whomever you feel is important in your company to help carry out your mission, and hand each one a piece of paper.

Then, ask them to write down your company's mission statement.

Give them a few minutes, then ask each one to read what he or she wrote. If your group got it right, you are in an extreme minority of companies.

We marketers are always going on about how businesses need to clearly define their identity and communicate it consistently. But, we often forget to start where it has the greatest impact of all: inside the company itself.

A well articulated mission statement answers the question of why the company exists. It describes the overall need that it fills and guides the company in its big-picture actions.

Google the phrase "mission statement" and read as many as you can, and then start studying what makes a good one. There are lots of resources for learning how to write a mission statement. But first you need to recognize the importance of having one that people not only know, but understand and live by. Interestingly, most companies have one. It's written the day they go into business, then is forgotten forever.

There is unbelievable power in having a group of talented, hard working people all pursuing the same goal for the same reason. A mission statement is the foundation of that great place to be. And, dragging it out and making sure everyone knows what it is isn't that hard to do.