Does it make sense to create a company mission?

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If you are a small brand, you may have doubts whether what the company is striving for should take the form of a mission statement in your case. Looking at the examples cited, one might get the impression that a mission statement is a must-have only for the largest market players. In addition, you may get the impression that your own business has nothing to do with such lofty phrases as Apple. At one time, their mission statement was:

"Apple designs Macs, the world's best personal computers, with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and the iTunes online store. Apple reinvented the mobile phone with the revolutionary iPhone and App Store, and is defining the future of mobile media and computing with iPad."

Digital revolution? The best in the world? Defining the future? And your brand is, how engineer database can I say, down-to-earth? Sure, not every company can (and shouldn’t!) be so bombastic. But what if I told you that today, Apple’s mission statement is different and completely normal? Here it is: “Delivering the best customer experiences through innovative hardware, software, and services.”

So does it make sense to create a company mission? Yes, because it lets you know who you are and stick to that identity throughout your career. And if you also have a defined vision, you know where you're going throughout your development. You avoid getting distracted, jumping from one business flower to another, and blurring your brand in the eyes of your audience.