One Clear Sign Your Mission Statement Isn’t Working (and How to Fix It for Remote Teams)
The first part of the MAP Framework is Mission & Metrics, which brings clarity on what matters, why it matters, and how success is measured to better manage remote teams. The most obvious, but most often poorly executed, piece of this is the Mission Statement.
In a co-located office, hallway conversations, casual chats, or company-inspired decor help keep a company’s (or team’s) mission top of mind. In a remote environment, your mission statement is buried between tabs and calendar invitations. If it’s unclear, forgettable, or full of jargon, you’re missing a huge opportunity to align your team.
The No. 1 Sign Your Mission Statement Needs a Rewrite
Your colleagues can’t remember it.
If your mission statement is bogged down in jargon, packed with multiple ideas, or stretched into a run-on sentence, chances are it’s gone in one ear and out the other. And if your team can’t recall it, they definitely can’t use it to guide daily decisions.
Example: Bad vs. Good
Bad:
“To be the global leader in providing high-quality products and exceptional customer service that exceeds expectations in every market we serve, while fostering innovation, sustainability, and long-term growth for our stakeholders.”
Why it doesn’t work: Too long, too broad, and nothing that sets the company apart.
Good:
“We help small businesses grow faster with simple, affordable marketing software.”
Why it works: Short, clear, and easy to remember. It tells you exactly what the company does and why.
Other Signs Your Mission Statement Is Too Broad
Here are some other signs your Mission Statement is too hard to remember:
It uses vague, company-agnostic language like “be the best in our industry” or “deliver the best customer experience.”
It could apply to dozens of competitors without changing a single word.
It focuses on jargon and buzzwords rather than tangible outcomes.
These are certainly not unworthy aspirations, but they don’t say anything specific about your company. Instead of “best customer experience,” define what that means for you:
Does it mean customers receive your product in 24 hours?
Do they have the smoothest onboarding experience in your market?
Do they get proactive outreach before they even have to raise an issue?
How to Write a Clear, Memorable Mission Statement
Consider these tips when you write or revise your Mission Statement:
Clearly articulate the “why” behind your business.
Keep it concise to one sentence your team can repeat from memory.
Define broad terms (“best,” “leader,” “innovative”) before using them.
Make it unique to your company, not your industry.
How to Keep Your Mission Statement Top of Mind in a Remote Team
Repetition and regular exposure to your Mission Statement is the best way to make sure your Mission Statement stays alive in the remote setting. Here are a few practical tips:
Pin it to the top of your general channel in Slack, Teams, or your chat platform.
Add it to the top of every policy or reference document.
State it at the start of every All-Hands meeting.
Include it on the first slide of company-wide presentations.
These small, frequent reminders help your team internalize the mission no matter where they work.
Need help revising your mission statement?
We facilitate structured conversations that help remote teams work better together - including conversations to create or revive mission statements. Contact us to get started.